When a lot of people think of split tests, they usually think about changing the headline of a page or the color of the call-to-action (CTA). There’s room for those tests in the overall scheme of things, but testing is so much broader than that.
The human brain hasn’t evolved in about 50,000 years. We still use the same brain hardware our ancestors used as hunter gatherers with finite resources, so we feel loss acutely.
Money is an artificial construct that lets us control resources – with it we can buy food, shelter, etc. We view money as a finite resource, so we experience spending it as loss of resource. And that experience maps to the same part of the brain that reacts to any kind of loss, including physical pain.
People like to think they’re rational creatures. But they’re really not.
The human brain is on auto-pilot most of the time because the conscious part is expensive to operate.
So, in online marketing, it doesn’t make sense to try to appeal to the audience’s rational side. The parts of the brain that are mostly in charge are those responsible for …
When marketers think about getting people to act, there’s a tendency to focus on the technology and not the operating system, a.k.a the human brain, on which the technology functions on.
That’s a mistake.
There’s a famous example of how biases can lead to near-automatic behavior in “Influence,” Robert Cialdini’s now popular book about persuasion. A mother turkey, when faced with a stuffed polecat making a “cheep cheep” noise, will lookout for the welfare of the polecat. Take away the “cheep cheep” noise and the turkey will attack the polecat.
If you’re attending Content Marketing World 2016, be sure to join SiteTuners CEO Tim Ash at his sessions:
Developing a Mobile Content Plan that Converts
1:00 pm – 4:30 pm
Tim will walk you through …
- A framework for mobile conversion (understanding the mobile environment and context)
- Specific problem/solution best practices for mobile design
- Optimizing mobile emails and landing page experiences
- Mapping your mobile content to the stages of the customer journey
That’s Irrational! Why Selling to the Logical Brain Won’t Get Results
10:00 am – 10:45 am
Technology changes. But what it’s getting mapped onto – the brain – well, not so much. As a marketer, it pays to understand what motivates customers to take action.
If you missed the sold-out Conversion Conference Las Vegas 2016, we’ve got great news for you.
You can now stream all the sessions for a full year for only $299.
- 30+ hours of educational content
- All 40 sessions and 3 world-class keynotes
- High-quality professional audio and synchronized PowerPoint slides
- Split-screen speaker videos of all keynotes & Track 1 sessions (held in the main room)
- Unlimited viewing by you and your team for one full year
- Access from desktops, tablets, or your smartphone
Watch preview below:
There was a point when online marketing jobs were very separate.
- search engine optimization (SEO) experts cared about how many people got to the web site,
- web usability experts cared about whether those visitors left immediately because something was broken,
- conversion rate optimization (CRO) experts cared about the set of those visitors who got to the cart, and
- web analytics experts created reports about those visitors
There’s not one single event that led to tasks from those fields merging, but today, knowing just one aspect of online marketing just isn’t going to cut it. If you’re serious about conversion rate optimization, you’re going to need to pick up more than the traditional web site testing skills.
It’s common practice for e-commerce shoppers to add items to the cart with the intention of checking out later.
And that’s okay.
But that doesn’t mean that you shouldn’t be taking measures to …
We like to think that we’re logical creatures. But we’re really not.
When people make decisions, it’s mostly the irrational brain that’s in-charge, and the rational brain rarely has a say.
If your web site presents information to appeal mainly to the logical brain, you’re missing out on opportunities.