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14 Science Based Ways to Convert More Customers (Roger Dooley | DFWSEM)
- 1. 14 Science-Based Ways to Convert More Customers Roger Dooley rogerdooley.com rogerd@dooleydirect.com @rogerdooley
- 4. NOT ME!
- 11. Marketers?
- 12. Honesty & Ethics Very High/High • Nurses – 85% • Engineers – 70% • Advertising – 11% • Sales – 8%
- 13. CEO Trust •CFOs – 90% •CIOs – 90% •CMOs – 20%
- 14. Why?
- 15. Most Marketing & Sales Money Is Wasted.
- 16. 95% - New Products 98% - Direct Mail 98% - Sales Emails 93% - Sales Calls 50% - Large Branding Campaigns
- 17. $4,000,000,000,000. 2015 Est. – Business Insider
- 19. Cut your wasted marketing spend!
- 20. SEO – SEM – Social
- 21. Via Andre Morys
- 25. Daniel Kahneman Ronald Coase
- 26. Daniel Kahneman System 1 System 2
- 28. 5% Conscious
- 30. A New Model
- 34. Gravity
- 35. Angle
- 36. Angle
- 37. Friction
- 39. Nudge
- 41. Robert Cialdini: 6 Factors
- 42. BJ Fogg: Behavior Model
- 46. No single theory explains all behavior!
- 47. Web Conversion
- 48. Gravity • Initial Motivation • Needs • Wants • Goals
- 49. Fighting Gravity “Do this for us!”
- 50. Fighting Gravity
- 51. Work WITH Gravity “We will help you!”
- 52. Work WITH Gravity From iwillteachyoutoberich.com “Make Money!”
- 53. Nudge Attention!
- 54. Nudges Phone Call Call to Action Popup Search Ad Banner Ad Email Alarm Sign Sales Call
- 56. chrisbrogan.com
- 59. Nudge must be seen & start the process
- 65. Include BOTH Conscious and Non-conscious motivators!
- 66. Conscious: Benefits “Typical customer saves 25%.” “Has twice the power!” “Money-back guarantee!”
- 68. Gifts & Discounts “Free 50-page ebook!” “$10 Starbucks card if you complete the survey!” “20% off until midnight!”
- 82. Liking
- 83. Show attributes you share with your customer to create “liking effect.”
- 85. Put “liking cues” on your landing & home pages!
- 87. Tell Stories
- 91. Use stories to engage the customer’s brain.
- 92. Testimonials
- 94. Use story testimonials for maximum impact and memorability.
- 95. Decoy Marketing
- 96. Subscription Offer A $59 – Internet Only $125 – Internet & Print From Predictably Irrational by Dan Ariely
- 97. Subscription Offer A $59 – Internet Only (68) $125 – Internet & Print (32) Predicted Revenue – $8,012 From Predictably Irrational by Dan Ariely
- 98. Subscription Offer B $59 – Internet Only $125 – Print Only $125 – Internet & Print From Predictably Irrational by Dan Ariely
- 99. Subscription Offer B $59 – Internet Only (16) $125 – Print Only $125 – Internet & Print (85) Predicted Revenue – $11,444 From Predictably Irrational by Dan Ariely
- 100. Add a less attractive offer to boost sales of a similar offer.
- 103. Add a more expensive product to boost sales of a lower priced one.
- 106. Scarcity
- 107. Vs.
- 110. Make Your Own Scarcity “Offer expires at midnight!” “Only 25 available at this price!”
- 112. 299$
- 113. 299$
- 114. Men Women
- 115. $1,299.00 1299
- 117. +64% - “tastier” +100% - “definitely buy”
- 118. sex
- 119. Friction
- 120. Ronald Coase Friction = The time, money, and effort lost in getting what you want.
- 122. Real Friction Form Fields Steps in Checkout Process Instructions “What am I supposed to do?” ANYTHING in Conversion Sequence
- 123. High Friction
- 124. Low Friction
- 125. High Friction
- 126. Near-Zero Friction
- 127. Choice Architecture Eric J. Johnson and Daniel Goldstein
- 130. Disabled Autofill
- 133. Quick Auto Logouts
- 135. Dumb Reply Addresses
- 136. Check every step of the conversion process.
- 138. Confession Site I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
- 139. Confession Site I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
- 140. More “fluent” site = More revealing posts Drunk Tank Pink, Alter
- 141. 17% couldn’t decide.
- 142. 40% couldn’t decide.
- 146. Minimize perceived friction with simple fonts, short text, & easy-to-read design.
- 147. Important: If it’s not motivation, it’s friction!
- 148. Build Your Slide!
- 149. Align with Gravity
- 150. First a Nudge
- 153. Minimize Friction
- 154. Minimizing friction almost always costs less than increasing motivation!
- 156. If you remember just one thing from today…
- 157. Change is constant and accelerating…
- 158. Communication Huge Change in 50 Years
- 159. Media Huge Change in 50 Years
- 161. Our Brains NO Change in 50,000 Years!
- 162. Make your marketing work with your customer’s brain and how it is wired!
- 163. 14 Science-Based Ways to Convert More Customers Roger Dooley rogerdooley.com rogerd@dooleydirect.com @rogerdooley