Why do we take action on certain things and pass up other offers that defy logic? The answers are now clear. Join host Byron White and guest Tim Ash, CEO of SiteTuners, on a wild ride through neuromarketing where decision making and logic collide. Learn about your three brains, and why your logical one is unlikely to turn browsers into buyers. Best of all, several lucky subscribers will put Tim and Byron to the test with a free website review offering conversion advice. Learn all this and more... What motivates your primitive self How to profit from neuromarketing Neuromarketing principals in action Live website review

1. Copyright © 2014, SiteTuners - All Rights Reserved.
Neuromarketing Science
Why Trying To Persuade The Logical Brain Won’t Get Results
Tim Ash
CEO
#CRO @tim_ash

2. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
• Conversion-focused website blueprints (full redesigns & quick facelifts)
• Landing page test plans & testing strategy
• Ongoing conversion management & knowledge transfer
• More than 1200 clients worldwide since 2002
About SiteTuners

3. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
Part I
Split Personalities
(the tale of your three brains)

4. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

5. Copyright © 2012, SiteTuners - All Rights Reserved.
http://images2.fanpop.com/image/photos/12000
000/Spock-mr-spock-12083341-1440-1080.jpg

6. Copyright © 2012, SiteTuners - All Rights Reserved.
http://images2.fanpop.com/image/photos/12000
000/Spock-mr-spock-12083341-1440-1080.jpg

7. Copyright © 2012, SiteTuners - All Rights Reserved.
http://images2.fanpop.com/image/photos/12000
000/Spock-mr-spock-12083341-1440-1080.jpg

8. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

9. Copyright © 2012, SiteTuners - All Rights Reserved.

10. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
How the Reptilian Brain Works
Is it
dangerous?
START
No
Is it novel?
Yes
Deal with it Ignore It
No
Yes
Explore It

11. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
The Real Sales Funnel
Neo-cortex
Limbic System
Brain Stem

12. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
Understand How The Reptilian Brain Works
• Does things the same way and never learns
• Cares only about basic survival
• Is the gatekeeper for the other 2 brains

13. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
Part II
Practical Strategies
(how to make money off of this stuff)

14. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

15. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

16. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
1 - What you need to know
• Making choices tires the brain and can make
subsequent decision making difficult
• Help guide customers (wizards – not filtering)
• Do not overwhelm
• Remove similar choices

17. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

18. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

19. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

20. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
2 - What you need to know
• We anchor on the first thing we see
• Add a new high-end item (which will not sell well)
• Show in decreasing price order
• Sales of reasonable compromise will increase
• Irrational anchors can be put in the “lobby”

21. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

22. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

23. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

24. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
3 - What you need to know
• People are tribal
• Some tribes are self-selected
• We care more about people similar to us
• Look the part
• Communicate your values with editorial tone
• Don’t worry about alienating outsiders

25. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

26. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
Most of Your Brain
is Involved in Visual Processing

27. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
You Have Two Types Of Vision

28. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

29. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

30. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

31. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

32. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

33. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

34. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

35. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

36. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
?

37. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

38. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

39. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

40. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

41. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

42. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash

43. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
Ways To Get Insights Into Visual Attention

44. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
Eye Tracking

45. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
Mouse Tracking

46. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
Software Algorithm

47. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
4 - What you need to know
• Visual processing is very powerful & quick
• Draw attention to offers with strong visuals
• Use people carefully to support calls-to-action
• Don’t use unnecessary motion or animation
• Test and refine how you deploy video

48. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
Summary
1. Create a small number of clear choices
2. Use a big anchor
3. Be in my cultural tribe
4. Understand the power of visuals

49. ALUMNI PRICING
THROUGH APRIL 1!
REGISTER FOR
JUST $697
• increase your revenue and p
• generate more leads
• land more customers
• boost sales and paid members
• maximize your marketing R
Join us in Chicago!
REGISTER NOW AND SAVE!
May 13-14, 2015

50. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
Express Review - Special Offer
• 45 or 90-min interactive review of landing page
• Video transcript recorded via GoToMeeting
• Includes AttentionWizard “attention heatmap” of page
http://ExpressReviewOffer.com – Starting at only $699
“WRITER” promo-code to get $100 off (order by 6/20/2014)

51. Copyright © 2014, SiteTuners - All Rights Reserved. #CRO @tim_ash
Contact Info and Q&A
tim@sitetuners.com
(619) 990-9062 mobile
(619) 223-8020 work PST
twitter @tim_ash
www.linkedin.com/in/timash
facebook.com/tim.ash1
skype tim_ash1