Join author and conversion rate expert Tim Ash for a wild ride through neuroscience to learn how the human brain functions, perceives the world and makes decisions. By understanding how your customers' minds treat incoming information you will be better equipped to create landing pages and marketing messages that influence website visitors to complete your conversion action.

1. Pay Attention:
Understanding the Brain’s Need for
Novelty and Shortcuts
Tim Ash – CEO
@tim_ash
#CRO
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2. About SiteTuners
• Best-practices website blueprints (tactical & strategic)
• Landing page test plans & strategy
• Internal optimization team mentoring & training
• More than 1000 clients since 2002
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8. Meet Your Three Brains
Neo-cortex Limbic System Brain Stem
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9. http://images2.fanpop.com/image/photos/12000
000/Spock-mr-spock-12083341-1440-1080.jpg
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10. http://images2.fanpop.com/image/photos/12000
000/Spock-mr-spock-12083341-1440-1080.jpg
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19. 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
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23. 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”
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27. 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
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40. Visual Attention Prediction Approaches
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41. Eye Tracking
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42. Mouse Tracking
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43. Software Algorithm
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44. 4 - What you need to know
• Visual processing is very powerful & quick
• Draw attention to offers with strong visuals
• Use people deliberately
• Don’t use unnecessary motion or animation
• Carefully consider how you deploy video
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45. 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
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46. 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://Express-Review.com – Starting at only $699
First 2 reviews will be personally conducted by Tim Ash
(mention “CONVERT” after you order – must order by Jan 18, 2013)
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47. 2013 - San Francisco – Chicago - Boston – London - Berlin
Susan Steve BJ Jared Roger Brian
Weinschenk Krug Fogg Spool Dooley Massey
Bryan Michael Tom Tim Patrick Jakob Amy
Eisenberg Summers Davenport Ash Bultema Nielsen Africa
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48. Q&A and Contact Info
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
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