How to Use Neuroscience to Increase Conversions
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Attention is the first and most important feature in the human brain when it comes to making decisions. We are constantly bombarded with millions of different impressions, and our brain copes with this immense pressure by being very selective of what it decides to pay attention to. What we pay attention to, plays a very big role in the internal narrative, and in the end the perception that we ascribe to a website, landing page or situation. In this webinar you will learn what mechanisms drive attention, and how to use that knowledge to better understand the reasons your website and landing pages are not performing like they could.
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How to Use Neuroscience to Increase Conversions
- 1. #NEUROWEBATTENTION@KarstenLund Create Better Tests & Hypotheses Using Applied Neuroscience
- 5. #NEUROWEBATTENTION@KarstenLund MORE POSSIBLE CONNECTIONS THAN THERE ARE ATOMS IN THE UNIVERSE 5
- 6. #NEUROWEBATTENTION@KarstenLund FROM EARLY INFANCY THE BRAIN IS A BATTLEGROUND 6
- 7. #NEUROWEBATTENTION@KarstenLund THE TEENAGE BRAIN IS VICTIM OF SHEAR MASS MURDER 7
- 8. #NEUROWEBATTENTION@KarstenLund WHAT YOU ARE “EXPERIENCING” NOW IS UP TO 15 SECONDS AGO 8
- 9. #NEUROWEBATTENTION@KarstenLund BRAIN IS A CONSTANT BATTLE OF DIFFERENT “IDEAS” 9
- 10. #NEUROWEBATTENTION@KarstenLund 10 ATTENTION: The act or state of applying the mind to something
- 14. #NEUROWEBATTENTION@KarstenLund The brain can instantly recognize otherwise hidden patterns 14
- 15. #NEUROWEBATTENTION@KarstenLund … recognize faces that are not there 15
- 17. #NEUROWEBATTENTION@KarstenLund And yet… you most likely missed the Giant Godzilla 17
- 20. #NEUROWEBATTENTION@KarstenLund 20 20 … examine the painting freely
- 21. #NEUROWEBATTENTION@KarstenLund 21 21 … estimate the material circumstances of the family
- 22. #NEUROWEBATTENTION@KarstenLund 22 22 … assess the ages of the characters
- 23. #NEUROWEBATTENTION@KarstenLund 23 23 … determine the activities of the family prior to the visitor’s arrival
- 24. #NEUROWEBATTENTION@KarstenLund 24 24 … surmise how long the “unexpected visitor” had been away
- 25. #NEUROWEBATTENTION@KarstenLund 25 There is not “one truth” to how your visitors are going to look
- 26. #NEUROWEBATTENTION@KarstenLund 26 It depends on their internal narrative and internal goal setting
- 29. #NEUROWEBATTENTION@KarstenLund 29 29 Bottom-up driven attention refers to the quasi-automatic capture of spatial attention by physically conspicuous (salient) stimuli, such as moving stimuli, and stimuli of high local luminance contrast There is “bottom up”
- 30. #NEUROWEBATTENTION@KarstenLund 30 30 Or.. The stuff we bump into There is “bottom up”
- 34. #NEUROWEBATTENTION@KarstenLund 34 34 Top-down attention mechanisms can further be broken down into ‘spatial attention’ and ‘feature-based attention’. The former describes the ability to voluntarily focus one’s attention on a particular region in space (even without moving one’s eyes towards that location), and the latter describes the ability to focus on particular visual features of the environment, for example on a particular color or shape There is “top down”
- 35. #NEUROWEBATTENTION@KarstenLund 35 35 Or.. The stuff we look for There is “top down”
- 40. #NEUROWEBATTENTION@KarstenLund To be fair… There is also neither
- 41. #NEUROWEBATTENTION@KarstenLund Facial recognition, reading, symmetry etc. considered as neither top down nor bottom up.
- 42. #NEUROWEBATTENTION@KarstenLund You need to know what people are likely to pay attention to…
- 46. #NEUROWEBATTENTION@KarstenLund 46 Predicting how popular a video will be (84%)
- 47. #NEUROWEBATTENTION@KarstenLund Example – Where is waldo…
- 57. #NEUROWEBATTENTION@KarstenLund 57 Time to play a bit with your mind
- 60. #NEUROWEBATTENTION@KarstenLund 60 Create better tests & hypotheses
- 72. #NEUROWEBATTENTION@KarstenLund 72 Create better tests & hypotheses Knowing what implications a (change of) design has…
- 79. #NEUROWEBATTENTION@KarstenLund 79 79 Tobii Glasses Mounting of EEG and eye tracking equipment Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad GROUP 1 GROUP 2 GROUP 3 In-Store Emotions & Attention test
- 80. #NEUROWEBATTENTION@KarstenLund 80 80 CONTROL GROUP! TEST GROUP! Tobii Glasses Mounting of EEG and eye tracking equipment Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad GROUP 1 GROUP 2 GROUP 3 In-Store Emotions & Attention test
- 81. #NEUROWEBATTENTION@KarstenLund 81 81 PRODUCT FIXATION MOTIVATION SCORE Tobii Glasses Mounting of EEG and eye tracking equipment Emotiv EPOC EEG No ad 15 seconds ad 30 seconds ad GROUP 1 GROUP 2 GROUP 3 In-Store Emotions & Attention test
- 82. #NEUROWEBATTENTION@KarstenLund 82 Brain response predict purchase First second brain responses to products were highly predictive of actual purchase
- 83. #NEUROWEBATTENTION@KarstenLund 83 THANK YOU FOR YOUR TIME! @karstenlund kl@atcore.dk