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2018 03 07 Ash Keynote Thats Irrational Tecomm Bucharest PDF
2018 03 07 Ash Keynote Thats Irrational Tecomm Bucharest PDF
Is it Consciously
START Is it novel?
dangerous? No Yes Explore It
Yes No
Limbic System
(feel)
Cerebral Cortex
(reason)
• Limit choice
• Make choices obvious
• Visually bias
• Manipulate context & order
• Understand that prices are pain
Modern
Traditional
Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO
Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO
Useful interest taxonomy - Materials
Leather
Fabric
Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO
Useful interest taxonomy - Function
Sofa
Futon
Chaise
Daybed
Visual biases:
• Screen position
• Amount of visual space
• Background color
• Anchoring images for extra emphasis (especially faces)
• Contrast or uniqueness
• Motion (the nuclear option)
16% 0% 84%
68% 32%
• Limit choice
• Make choices obvious
• Visually bias with emphasis
• Manipulate context & order
• Understand that prices are pain
+ 60%
• High to low order
• Shifted offer set (skew to middle packages)
• Simple choice (same price on better package)
• Visual bias (colors, call-out, and number of logos)
Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO
May 16-17
Email: Tim@SiteTuners.com
Subject: Romania!