2018 03 07 Ash Keynote Thats Irrational Tecomm Bucharest PDF

That’s Irrational!
Why Selling to the Logical Brain Won’t Get Results
Tim Ash – CEO, SiteTuners
TeCOMM eCommerce Conference

Bucharest, Romania – March 7, 2018
Copyright © 2018, SiteTuners – All Rights Reserved.
Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash @TeCommRo #CRO
@tim_ash
Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO
Part I
Brain Basics

@tim_ash
http://images2.fanpop.com/image/photos/12000
000/Spock-mr-spock-12083341-1440-1080.jpg

http://images2.fanpop.com/image/photos/12000
000/Spock-mr-spock-12083341-1440-1080.jpg

You have three brains working together
– reacting, feeling, and reasoning
@tim_ash @TeCommRo #CRO

@tim_ash
People are lazy, impatient,
and like simple choices

@tim_ash
Our primitive brain cares only about
fight, flight, feeding, and fornication
@tim_ash #CRO

@tim_ash
How the Brain Actually Works
Is it Consciously
START Is it novel?
dangerous? No Yes Explore It
Yes No
Deal with it Ignore It
Brain Stem Limbic System Cerebral Cortex

95% of our actions are pre-conscious
and handled on auto-pilot

@tim_ash
The Old Sales Funnel

The Real Sales Funnel
Brain Stem
(react)
Limbic System
(feel)
Cerebral Cortex
(reason)

The real sales funnel:
the primitive brain is in charge

@tim_ash
Part II
Creating Compelling Offers
(taking advantage of brain biases)
@tim_ash
Overview Of Strategies
• Limit choice
• Make choices obvious
• Visually bias
• Manipulate context & order
• Understand that prices are pain

Limit Choice

@tim_ash
Useful interest taxonomy - Style
Modern
Traditional
Useful interest taxonomy - Materials
Leather
Fabric
Useful interest taxonomy - Function
Sofa
Futon
Chaise
Daybed

Choice kills – reduce complexity with
a series of simple selections

@tim_ash
What you need to know
• Only 4 items we can keep in non-rehearsed short-term memory

• Never overwhelm with choice (unless you are talking about quick visual
scanning of physical items that are substantially different visually – then scrolling is
more convenient)
• When appropriate, help guide customers (wizards – not filtering)
• When creating Information Architectures for catalog navigation,
go deeper and narrower (not shallow and wide)

Make Choices Obvious

@tim_ash
Make choices obvious – that’s more
powerful than extra selection

@tim_ash
• Use visuals to make choices clear

• Remove similar pictures
• Focus/enlarge/distort important distinctions

Visually Bias

@tim_ash
Most of Your Brain is Involved in Visual Processing

Vision is not passive – you have 10x
more neurons going from the brain to
the eyes than the reverse
@tim_ash
You Have Two Types Of Vision

98% of visual reality is unseen – and
filled in with assumptions by your brain

@tim_ash
?
The Visual Hierarchy
Text Images Motion

Motion on a webpage
is the “nuclear option” of last resort

@tim_ash
Visual biases:
• Screen position
• Amount of visual space
• Background color
• Anchoring images for extra emphasis (especially faces)
• Contrast or uniqueness
• Motion (the nuclear option)

Manipulate Context and Order

@tim_ash
Three choice scenario
$59 $125 $125
16% 0% 84%

Two choice scenario
$59 -30% $125
68% 32%

Original offer set
Minimize choice – Still low to high order
Minimize choice – High to low order
Minimize choice – High to low order & shifted offer set

Surrounding context can
strongly bias the choices we make

@tim_ash
• Priming, framing, and context matter

• We anchor on the first thing we see
• Add a new high-end option (which will not sell well)
• Show in decreasing price order
• Sales of reasonable compromise will increase
• Irrational anchors can be put in the “lobby”

Understand that Prices are Pain

@tim_ash
If it is clear that the number represents a price,
Remove the currency symbol
Spending money is experienced by the
same parts of the brain as physical pain

@tim_ash
Strip out extra characters to make the price seem lower

Lower the position of the price
to decrease its perceived cost
Tuck a smaller price into an insignificant position

Changing the leading digit can have a powerful effect

Changing the number of digits will make
your price seem smaller
Divide the price up into smaller units
to make it more appealing
Roll up the difference in lifetime costs
when comparing to higher-priced alternatives
Physical presentation of prices
can influence conversion

@tim_ash
• Price activates the loss-avoidance mechanism – experienced as physical pain

• Loss avoidance is about twice as powerful as upside gain for motivation
• To minimize perceived price pain: “only pennies per day”
• To maximize contrast with more expensive alternative: “don’t overpay by
$100 per year!”
• Removing currency symbol “$” lessens pain (not seen as a visual trigger that
we are conditioned to)
• Physical price presentation matters

Putting It All Together…

@tim_ash
Summary Of Strategies
• Limit choice
• Make choices obvious
• Visually bias with emphasis
• Manipulate context & order
• Understand that prices are pain

• Limited offer set (only 3 choices)
+ 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)
May 16-17
Optimizing the Compete Customer Journey
London & Berlin - fall of 2018
The Ultimate Growth Conference – 31 shows worldwide since 2010!

Creating over $1,200,000,000.00 in value for…

Follow-up goodness!
• A copy of my presentation
• Hair styling tips from Tim
• Discount codes to Digital Growth Unleashed
Email: Tim@SiteTuners.com
Subject: Romania!

It’s not too late to sign up for my masterclass…

Let’s talk! - How can I help?
tim@sitetuners.com
(619) 990-9062 mobile
(800) 521-5066 work PST
twitter @tim_ash
www.linkedin.com/in/timash
facebook.com/timashCRO/
skype tim_ash1

2018 03 07 Ash Keynote Thats Irrational Tecomm Bucharest PDF

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

2018 03 07 Ash Keynote Thats Irrational Tecomm Bucharest PDF

Uploaded by

Copyright:

Available Formats

That’s Irrational!

Why Selling to the Logical Brain Won’t Get Results

Tim Ash – CEO, SiteTuners

TeCOMM eCommerce Conference

Copyright © 2018, SiteTuners – All Rights Reserved.

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved.

Copyright © 2018, SiteTuners – All Rights Reserved.

Copyright © 2018, SiteTuners – All Rights Reserved.

Deal with it Ignore It

Brain Stem Limbic System Cerebral Cortex

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved.

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved.

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved.

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved.

• Only 4 items we can keep in non-rehearsed short-term memory

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved.

Copyright © 2018, SiteTuners – All Rights Reserved.

• Use visuals to make choices clear

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved.

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved.

Text Images Motion

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved.

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved.

$59 $125 $125

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

$59 -30% $125

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved.

• Priming, framing, and context matter

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved.

Copyright © 2018, SiteTuners – All Rights Reserved.

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved.

• Price activates the loss-avoidance mechanism – experienced as physical pain

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved.

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Optimizing the Compete Customer Journey

London & Berlin - fall of 2018

The Ultimate Growth Conference – 31 shows worldwide since 2010!

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

Copyright © 2018, SiteTuners – All Rights Reserved. @tim_ash @TeCommRo #CRO

You might also like