Yulia V Smirnova speech on Aug 25, 2012, Sao Paulo, eCommerce Brazil 2012 @2pm. Site experience is all about facilitating the right environment to bring to attention what shoppers came for, keep it focused for some time to solidify the decision and bring them back to repeat the same actions. http://www.memesponge.com/2012/09/brain-studies-behind-conversion-behavior/

1. Brain Studies & Conversion
Yulia V Smirnova
Site Experience Manager @ Walmart.com US
http://www.linkedin.com/in/ysmirnova
Blog: www.memesponge.com
@memesponge
Aug 25, 2012

2. Brain Studies &
Conversion

3. Attention
= mental $$$

4. Attention
drives any
human
action

5. David Copperfield Magician
Source: Google image, YouTube

6. 3 ways to Manage Attention
①Control the Stage Experience
②Sprinkle Dopamine into Site Experience
③Pump up Oxytocin into Shopping
Experience

7. Control the Stage Experience
Be a magician
 Take shoppers
attention where
you want it to go

8. Decision Making in a Human Brain
Source: David Rock, Your Brain at Work

9. Decision Stage in a Human Brain
NOT XXXL size

10. Decision Stage in a Human Brain
Likely xs size

11. Control the Stage Experience
Reduce Functionality

12. Control the Stage Experience
Reduce Functionality

13. Control the Stage Experience
Limit & Guide Implicitly
Source: Dan Lockton, Design with Intent, Perception Lens

14. Control the Stage Experience
Simplify, Automate,
Integrate

15. Control the Stage Experience
Do the AUDITION for
THEM
Source: Holly Carrington , IRCE 2102

16. Control the Stage Experience
Be a magician
 Reduce,
simplify,
guide
implicitly
 Do the work
for them
Source: Google image

17. Sprinkle Dopamine into
Site Experience
Organic chemical in human brain springs
our thoughts and muscles in action, helps
to focus attention
Source: Google

19. Sprinkle Dopamine into Site Experience
Source: my Facebook feed

20. Sprinkle Dopamine into Site Experience
Source: my Facebook feed

21. Sprinkle Dopamine into Site Experience
Novelty, Surprise,
Humor
Source: Etsy.com

22. Sprinkle Dopamine into Site Experience
Novelty, Surprise,
Humor

23. Sprinkle Dopamine into Site Experience
Novelty, Surprise,
Humor

24. Sprinkle Dopamine into
Site Experience
 Novelty, surprise, humor activate dopamine
 Dopamine re-focuses attention
 It feels like a reward
 Sometimes, it’s addictive
Source: Daniel Amen, Your Brain in Love

25. Pump Up Oxytocin into
Shopping Experience

26. Pump Up Oxytocin into
Shopping Experience
 Organic chemical in human brain triggers
bonding, attachment, also known as a
“Love hormone”
Source: Daniel Amen, Your Brain in Love

27. Pump Up Oxytocin into Shopping
Experience
HUMANIZE
“Your shopping cart is so needy….”

28. Pump Up Oxytocin into Shopping
Experience
HUMANIZE

29. Pump Up Oxytocin into Shopping
Experience
HUMANIZE

30. Pump Up Oxytocin into Shopping
Experience
HUMANIZE
Source: TeaCollection.com

31. Pump Up Oxytocin into
Shopping Experience
 Integrating social, humanizing shopping xp activates oxytocin
 Oxytocin drives repeat visits
 Repeat visits reinforce focused attention now or
later
 Eventually, they convert & bring entire village with them

32. 3 ways to Manage Attention
① Control the Stage Experience
② Sprinkle Dopamine into Site
Experience
① Pump up Oxytocin into Shopping
Experience

33. 3 ways to Manage Attention
2.
1. Make
Surprise
it easy
me
3. Be
human

34. Attention is more than $$
① Attention = intention
② Focused attention = action
③ Repeat focused attention =
retention

35. Muita Obrigada 
Yulia V Smirnova
http://www.linkedin.com/in/ysmirnova
Blog: www.memesponge.com
@memesponge
yulia@memesponge.com