Neuromarketing Meets Conversion Optimization. Brainy Profit Boosters

© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com © 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC

Tweet this: @rogerdooley @chrisgoward #NeuroCRO

Neuromarketing Meets Conversion Optimization:

Brainy Profit Boosters

Chris Goward Founder & CEO WiderFunnel

@chrisgoward

Roger Dooley Author Brainfluence

@rogerdooley



Before we get started. . .

• This presentation deck will be available to you after the webinar

• Use Questions Pane with questions or comments in real time

Free Offer!

• Custom Web Page Evaluation

Find out how to qualify at the end Type question here



• Developed WiderFunnel’s processes, including the LIFT Model™ & Kaizen

• Conversion rate lift of 10% to 750% for every multi-test client

• In demand as a speaker

• Author of “You Should Test That!”

Get a free chapter at: YouShouldTestThat.com

Chris Goward Founder & CEO WiderFunnel @chrisgoward

Chris Goward, Founder & CEO



• We dramatically lift our clients’ profits with scientific marketing

• Conversion Rate Optimization

– Strategy, design, copywriting & testing

– Landing Page Optimization

• Advanced optimization for high traffic businesses

The Conversion Optimization Agency



Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan

WiderFunnel’s Testing Expertise



• Author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing

• Founder, Dooley Direct LLC

• International keynote speaker

Roger Dooley Author Brainfluence @rogerdooley

Roger Dooley, Author of Brainfluence



Roger Dooley, Author of Brainfluence



2004: NeuroscienceMarketing.com 2005: Blog: Neuromarketing





Honesty & Ethics Very High/High

•Nurses – 85%

•Engineers – 70%

•Advertising – 11%

•Sales – 8%



CEO Trust

•CFOs – 90%

•CIOs – 90%

•CMOs – 20%



Why?



Most Marketing & Sales

Money Is Wasted.



95% of New Products



95% of New Products



98% of Direct Mail



98% of Direct Mail



98% of Web Visitors



98% of Web Visitors



CEO Consumer





Iceberg: 88% Hidden

(Lakoff & Johnson)

Mind: 95% Subconscious



Today’s Objective:



Help you cut marketing waste –

even a little!



Neuromarketing insights

+ Real-world testing



Your Logo





Control

Challenger

Challenger



Neuromarketing sits here





Conversion Optimization



Conversion Optimization works, if you do it right…

Good News:



Average Conversion Rate Lift

Ecommerce 23.1%

Lead Gen 49.0%

*WiderFunnel average results 2007-2012

Conversion Optimization Works



Over-emphasis on security creates anxiety



Does this create trust?













What small change did this?

•Fair Price – Up 7%

•Caring – Up 11%

•Fair Treatment – Up 20%

•Quality – Up 30%

•Competency – Up 33%



“You can trust us to do

the job for you.”



Scarcity

Photo via Doniv.org



vs.









Scarcity + Social Proof!



Creating Scarcity





Use SCARCITY to make your offer more

attractive.



Scarcity on Steroids





FTW



Amp up SCARCITY EFFECT by showing decreasing

availability.



Situation Millions of daily emails to opt-in list Highly optimized, but hit a plateau

The Goal More e-commerce revenue



A B vs.

Which Test Challenger Won?



5% Conversion Rate Lift

&

41% Revenue/Visitor Lift

Controlled Test Result



A B vs.

Which New Test Challenger Won?



7%

Conversion Rate Lift over “Countdown” Version




“The most serious mistakes are not being made as a result of wrong answers. The truly dangerous thing is asking the wrong question.” —Peter Drucker



Knowing what to test: Using the LIFT Model™

(Note: For more, search “WiderFunnel Lift”)

TM

Relevance Clarity

Anxiety Distraction

Urgency



Situation Competitive search keywords “Human Growth Hormone”

Shoppers worried about product efficacy & FUD

The Goal More e-commerce revenue



Relevance: No “HGH Supplement Spray” in headline.

Clarity: Multiple competing headlines.

Clarity: Buy Button does not look like a button.

Distraction: Multiple nav bars push content down

Clarity: Copy on dark background under-performs.

Clarity: Inconsistent link treatment

Anxiety: Security indicators too prominent

Distraction: Duplicate information

Clarity: Money-back guarantee given low prominence

Value Proposition: No clear value positioning

LIFT Analysis



A B

Which Landing Page Won?



49% Sales Lift




Selling to Guys?



Evolutionary Psychology



“fitness” “fitness”







Impatient & Short Term Emphasis

-Margo Wilson and Martin Daly



Attractive Photo = -4% Loan Interest Rate

Marianne Bertrand et al, 2005



Convert more men with “mating triggers.”



Situation Hair restoration services, focused on direct response

PPC landing page tested & tuned – had hit a plateau

The Goal More lead gen form fills



B A

Which Paid Search Landing Page Won?




20% Conversion Rate Lift



Truth: Sex Is Distracting



200% That’s what a structured testing process is worth.


Tweet this: @rogerdooley @chrisgoward #NeuroCRO No Yes

La

rge

In

cre

ase

In

Sa

les

Source: eConsultancy Conversion Rate Optimization Report 2011

2x

Does your organization have a structured approach to improving conversion rates?



FunEx

Discovery

Opportunities 1.1 Cluster 1.2 Isolation 1.3 Isolation

LIFT

Page 1 FunEx

2.1 Isolation 2.2 Isolation 2.3 Cluster

LIFT

Page 2

FunEx

3.1 Isolation

3.2 Isolation

LIFT Page 3

FunEx

4.1 Isolation 4.2 Cluster 4.3 Isolation

LIFT

Page 4

Insight Flow

Page 5, etc.

Phase 1 Conversion Optimization Strategy

Phase 2 LIFT™ Analyses and Testing

The Structured Process

Heuristics

Web Analytics

Voice of Customer

Research

PIE Framework

Kaizen Plan



More Tests Run =

Nothing Beats Testing Experience



Interested in a Free Conversion Page Evaluation? • 10 time slots are available for attendees

• Scheduled on a first-come, first-served basis

To Qualify:

1. Tell us the URL of the web page you’d like evaluated

2. Minimum 30,000 unique visitors per month

3. Email: [email protected]

Free Offer: Custom Page Evaluation

mailto:[email protected]



Chris Goward @chrisgoward

[email protected]

WiderFunnel.com

Linkedin.com/in/cgoward

[email protected]

RogerDooley.com

Linkedin.com/in/dooley

Roger Dooley @rogerdooley

Questions?



Neuromarketing Meets Conversion Optimization. Brainy Profit Boosters

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