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malaysia sapa
and that's all the parties i know
uh... i was here in august and that
the e-commerce brazil was good enough to bring me back
uh... today i'd like to talk to you
about
your brain
and why it doesn't work that way you think
you'll probably hear a lot today about technology
about the internet and all of the new things that are are going on
i'm gonna talk about the old things
the things inside of your head
because those don't change
before i do i just want to give you a little bit of background about what we
do at sightseers we work with small and large companies around the world
and we help them to improve the
efficiency of their websites for landing pages
and we can do that by helping you re-design them
from the perspective of your visitors of your website visitors
war by doing testing to see what people prefer
which version of your content they like the best
or by teaching you in your company to do optimization yourselves
so that's that solomon essay about that
but i guess story in three parts today
and the first part is about your split personalities
and the fact that you have actually three brains how many of you have heard
about
the left brain and the right brain razor him
okay sorry
that's that's kind of date
the obvious way to too divided so you have your
logical brain in your creative brain right
okay but that's the wrong view
i'm here to tell you that's the wrong view your brain
that's leaking from the top of your head down
generally really looking at
the big part of the brain up there
that's the one that is than the newest the most recent
and it helps us to think
to make plans
to delay
uh... reward so we can get
bigger rewards later
uh... but this is uh... you know it helps us to build uh...
cars and microphones and computers
but that's not really the brain that's in charge
inside of that
you have what's called your midbrain
and this is something that we have in common with all mammals
and that made brain is more about emotion
and about liking things are not liking them about
uh... you ever say
you know i just have a bad feeling about something right
that's our emotional brain
it makes a lot of
very important decisions
and below that at the very bottom
is your
reptilian brain
and the reason is called that is because we share in common with dinosaurs
and crocodiles
all it does is i'm gonna tell you more about it
to basically keep us alive
which you agree that that's important
so i want to talk about each of these three brains and this is uh... mister
spock from star trek i don't know if you have star trek down here as anybody
seeing star trek
he's very logical right yes
you have a cake at
though as you say so what are our chances of surviving
and it's a three thousand two hundred and twenty five point three two one
okays very logical calculates everything so are logical brain is very important
right
the middle brain like i said its main job is to feel not that the reason or to
think that the field things
would you like that
nogales annoying wasn't it
okay that's your midbrain
saying that was really annoying
i stayed out late last night
that was not very nice of you
right that's your midbrain saying that
and then there's your telling a brain and
the repelling and brain cares only reacts
he doesn't do anything new summoning kenneth give you a tour of your three
brains
but i think that i want you to understand is that
ninety five percent
of your decisions every day
are made without your reasoning brain knowing anything about it
ninety five percent
how many of you drove here today in a car
deware used
did you drive
found on the road and
think about what you're going to do later today here which are going to do
tonight yes
and you mean while you're driving a car
always two thousand kilograms and can kill everybody on the road next to you
and you're not even thinking about driving
that's how automatic it is
because
it's very expensive to use the big brain
very expensive did you know
your brain uses thirty percent of your resting calories of your energy everyday
if you don't move your muscles if you just
rest with your body
your brain uses thirty percent of your total energy
it's very expensive to use it so
we try to do everything automatically
we try not to use
the thinking brain
and though there's been studies that you can show this on brain scans where
people make a decision
and you can see it in their brain patterns changing
and then one second or two seconds later
they're able to explain their decision
with their conscious brain
but everything most of what you're doing is automatic and pre conscious
so here's the things that you need to understand is that your brain happened
mail from evolution and its one
improvement on top of another on top of another but all of those
lower levels are still there
and they're very very important
so you have three brains the neocortex
reasons in plans
the olympic system your emotional brain feels and remembers things and says both
that was a loud sound good to me
i don't like that i'll try to avoid loud sounds in the future
in your brain stem ali cares about is reacting in survival
but let's talk about hard parties feeding
the lizard your lowest level of your brain and how it works
i want to tell you about this part
this part of your brain is lazy
he doesn't want to do anything
leave me alone okay that's the response of your
reptilian brain
it also like simple choices
small dot
big dog
very simple right
if i had two dogs that were almost the same size
now that's too much work remember i'm lazy
down the rebellion brain
it's also very very impatient
it's getting the environment looking for problems
looking for opportunities
it doesn't like the way
and finally and this is a very important thing to remember about certainly in
brain
it's it's automatic
it doesn't change what it does
you don't have to think about it it just does things for example
let's say you put your finger
on a hot stove our fire how great you pull it away do you have to think about
it mom that's hot maybe i should pull my finger away
but that's not how it works
if you touch a hot stove
in the kitchen
you always pull your finger right
that survival that's a and all of these things are automatically don't have to
think about a medal
what matters that the rebellion brainer word in english i called the four afs
and milwaukee through these
so when i am dealing with somebody or something in the environment
the first thing i can do is free or run away
you lick means terminal right away
though just kidding
so but that's always okay if i'm faster than you'd think that skadden i can run
away
the other thing i can do this fight with you
kill you may be
you guys have some really good m_m_ a stars here in brazil
so this kaiser tough
i wouldn't notified within him
but that's another response is the third thing i can do is evite
it's an energy source out there and i can get energy from it
so that's a third of feeding
and the four th f is
i'm thinking it
can i meet with you
know someone said no thank you sir i don't have a good
i'm holding my wife had to say yes that's okay
okay so this sign right here
is the scariest thing in the world to europe fillion brain
but that's only if your italian brain could read and it can't
but anyway the scientist changer hat
something is changing
that makes me they're telling in brain makes me very very afraid
so this is how it works
this is how the rebellion brain reacts the stuff
first it says is a dangerous we're just talking about that right
then they have to deal with that that means after
or run away
okay it's not dangerous
is it not all are interesting
new novo right
uh...
no it's not new okay
i've seen it before
uh... how many can or at because i already know what it is
and only
if it's not dangerous and new
then
outcome pick it up stairs i'll give it to the emotional brain and i'll give it
to the conscious brain
so you can think of their tilly in brain as a balancer
i saw this guy out front by the way
is not going to let you through
the bouncer doesn't wanna make your big brain think
it just keeps things away no not interesting i'll deal with that i'll
deal with it
so you don't get to think about most things
but you still reacting and you're still doing stuff
you're just not thinking about it consciously
it's a really have you heard of the sales funnel you know how we get people
that are interested in the they become aware of what they want a bill desired
they act rate the sales funnel
so this is the real sales funnel
it's your brain stem
it decides most the stuff gets kicked out
then it's your olympic system in your emotional brain
and then it's your neocortex are the big brain
the reasoning brain
and only very small percentage of stuff makes it down there
to be considered logically
so the thing you need to understand about the rip
in brain is it dot things the same way
it doesn't learn
it doesn't learn at all
how many of you have bad habits
come on base your hand everybody okay
do those ever change
no do you hate yourself for having bad habits yes
they're still not going to change well it's very very hard to change
some of these bad habits because
they're being
handled by your reptilian brain
and it only cares about basic survival
because if your
ancestors didn't care about basic survival you wouldn't be here right now
today
and that's his job and it's also the gatekeeper
for the other two brains he keeps things away who decides who who don't want to
let in
so you're probably thinking about this is
kind of interesting tomorrow maybe not maybe thinking and in another espresso
uh... but
here disbarred of the presentation hopefully will be more interesting to
you
this is what you can do with that this is why you should care
why it's important for us in on line marketing
basically is how to make money
by knowing the staff
so many give you some simple strategies
bumper one strategy is
create a small number of clear choices
that's the tallest man in the world in the shortest man in the world
they're both adults
do you know which one is the big one
raise your hand if you know which one is the big one
raise your hand if you're awake
okay all right but a few of you
it's obvious right
this now no problem to decide
why today to make a resurgent it's obvious
what that's how it should be
that's the kind of decisions are bringing hikes so when you have
decisions to make there should be a small number of them and they should be
clear
you're in a pen catalog
which kind should you buy
which and should you buy
isn't it obvious
well how do i decide is that by the colors of the pans
is it by the number of pens maybe this one is just one pen
and here are getting to choose five pens is that right no that's not right there
just showing neither different colors
so is it easy for me to decide
are they clear choices
with you guys do this all the time
inured e-commerce catalogs because your pictures all look the same
in there to many of them
so if you were to show me kind of a close-up of each pen just showtime you
really big and show me the temp the front end of the pen
and the back end of the pan
maybe i could see the details and i could see why they're different right
see if you enlarge it for me and show it to me
that would help me make the decision
that would be a clear choice but not because they're all tiny little patents
that doesn't help me
so if you need to understand about this strategy is that actually thinking about
choices is hard for us
especially if they're very similar the like each other
we get tired about thinking if you have to think hard about a certain decision
it makes it harder for you to make decisions later
so a lot of leader should be doing is helping to guy the consumer to the
choice
by making a small number of choices and maybe not
filtering how many of you are filtering on your website
you know you can sort by price you can sort by brand right how many of you a
filtering
fell out of you
literature webanalytics
nobody's using your filtering
because
the logical brain
does'nt get involved
when i'm on the website i'm looking for things to click on
i'm looking for pictures
i'm not thinking i'm going to
winter perfil
let him back
uh... and decided actively what i need from going to be logical about it
that's not how people think
so what you need to do is ask some simple questions and have people
and find the right decision
don't overwhelm them with choice
how many of you have
updates that looks like that's
is is this
too much to us
it sixteen things i have to choose from
about twelve to many
simple choices
do you know of when you have phone numbers
the biggest group of numbers how many digits does it have been and how many
numbers
in a telephone
everywhere in the world the biggest group in a telephone numbers for
do you know why
because for is the limit of our
short term working memory
that's all we can keep in our head
at one time
that's all we can compare
that's how we can remember
and that's why the mcfaul numbers that were
dole overwhelm
and remove similar choices
how many of you are proud that you carry
every possible product in your category
from every manufacturer devry brayan
we can drop ship anything right
we have everything
available
that's not good because i don't need everything
i'd just need to wine
burt you joyce is in each class of products that are making
socially choice can be bad
have you heard of this idea of the long to jail
right at that
in search and and and music and
uh... when things like that that people if you give people more choice they'll
take it right
but that only works in certain circumstances
choices only good if you care about something and you're willing to spend
the time
to look at it
so with music it's good
with movies like netflix it's good
okay which
new movie should i recommend to you from the long tail choices
but when i was looking for pans i don't care medical care about the details of
everything you care
so removing choices that are too close that are similar to each other is a good
strategy
okay here's strategy number two
use of the big anchor
ride only one this big
that's a big anchor but
but still pretty big
here's an example of this is a hosting service
and they have different hosting packages
now move most of us do we read from
left to right or right to left
left her i took a good unless you're you know you're eating huber's and their
chinese then while bets are off
let's say we all read from left to right
what's the first price you see
two dollars and fifty cents right then you see for then you see sex
and the two dollar and fifty cent package
video i'm i think is pretty good
for me to buy the six dollar package now
i'm not going to do it because
that has to be two-and-a-half times is good
you see that
so if you shown to me in that order
you have a problem
waco all about this suit i walk into the the clothing store they say
the sir would you like to try on this issue
they don't say
would you like to buy
anti and then try to sell me a c
because once i paid
and fifty four dt i i'm not gonna pay one thousand for the same
impede art that we
her on
the first number we see
they've been studies that say uh... if u
did we in the u_s_ we have a social security number it's an identification
number you know something similar in brazil enough
uh... if i ask you to straighten out to think of the last ten digits of your
number okay think about that in your mind
the last two digits
well they've shown that people that have numbers that and with higher digits if
you ask them to remember that number
they're willing to pay more
when you ask him about
how much they pay for an idm
so i praying to you
i've gotten you used to thinking about a big number and that makes you willing to
pay more
is that crazy
yeah it's crazy but we
we remember an anchor from the first thing we see
docs to you know that baby doc's
the first animal they see when they when they're hatched out of the eg
they think is their mother
so the imprint on the first thing they see
it's the same thing here
we remember
and to calibrate
through the first number that we see
so we have uh... software called attention wizard that though we put out
that helps you
uh... basically create
heat maps of landing pages to see where people are looking without needing any
people okay
and like we have the gold package the silver package in the bronze package
this one is one hundred ninety seven missiles ninety-seven this one is only
twenty-seven
so by the time it see something for one hundred ninety seven
and then you see something for twenty seven
it seems very inexpensive right
that's the one most people by that's okay
but if we showed him in the other order
it wouldn't work so we would never get anybody buying the more expensive funds
so what you need to understand about anchors is
we anchor on the first thing we see even if it's not rational
do you see how that theme keeps coming up again
it's not a rational but we incur on the first
number we see
so here's what you can give us a strategy you can add
high end items
make something very expensive
it's not that you expect people to buy it
have you been in restaurants in the easy the whitelist
the first wine is very very expensive right
does anybody buy that
who only if they want to show off to their date or something i guess
but most of us we'd never buy that
but the next one down
which cost probably three times as much as it does in the store
seems cook by comparison
like a much better value
so we don't mind paying it back
that's how it works
show things in decreasing price order like i said expensive stuff on top but
adding that new high-end item
which you don't expect people to buy is often a great strategy and by the way if
they're dumb enough to buy it
but the money in the bank
so what will happen is sales of your reasonable compromise whichever your
choice is not too expensive and not too cheap
that's the one that's going to go up
and if you can at all
mckissick prime my experience make sure that day
i think are on a big number
before i even see the real choices
so put something in what i call the lobbied for the experience if you can't
it's not a reasonable number but to say
uh... if if you came to us and he said how much
do your services cost that i would say
well they're definitely well under one million dollars
are you happy now
so if i ask you to pay only one hundred thousand seats like it's a good deal
right
so if you can just even joke about it or have it somewhere in europe reason
tation
before the actual choice you asked me to make
put up high number of there somehow
b_m_i_ cultural tribe
put on a mean by that
well who are all social creatures
there's a lot of research on this
and at the right now
all of you are members of different tribes
how many of you are members of the blonde hair tribe
blonde hair
okay so your members of on your child
how many of your members of the bald head tribe
and find is that as i get older there's more and more members
okay how many of your members of the
chevrolet driving tribe
somebody okay
now you know if i a m any of you drive a said bmw
well we're working for a great
but no but i bet it
you're thinking those b_m_w_ drivers
they're just ***
who thinks that
come on be honest i
doubt this judge chevrolet driving tribe thinks that the bmw drivers are ***
but not all of our tribes are voluntary
no i'm not all of our tribes are decisions maybe some of you are
members of the worth untried you're you know your parents are dead unfortunately
or of a certain racial group
they kiss discriminated against
but those are not things we decide that we're still members of those cultural
tribes so you can think of yourself
overlay of many many different
loyalties
of different affiliations
so why why do we care about this on the web well here's a
the website in the u_s_ called the old meal
and they have all this
funny political an intellectual humor
you can
uh...
you like you can download this you'd like
how did tell if your cat is plotting to kill you
playing those of you have cats you probably understand that
it's a very real possibility right
that capture evil
uh... there's another one of my brain where my imaginary friend right
so if you notice is the people that part of this tribe
are ten of the smart intellectuals deck and laugh at themselves
when you can see the from the colors they choose
to the graphics
through the fonts
all of the choices they make support that
kind of editorial tone
you feel at home there if you're in that right
gears of war who plays this
if you don't do yours of war
this is a mostly at fifteen year old boys
some of your little older and that i played this once or twice
this is not a md at the open your tribe that has showed me these people don't
talk to each other usually these people in these people
they don't talk to each other
do you see that
these are people that want to take out their aggressions and frustrations and
kill things
these are people that want their friends they think they're clever and smart
differ
unless you're going to kill them with your bad jokes i think that's what i do
gears of war
so the things you need to understand about cultural practice we are tribal
we'd like to have
affiliations
what's your favorite football club
would deal with favored football club
okay you guys fight now perhaps by it
kill each other i don't care
that search arrived ok
but some tribes are self-selected others are not self-selected their their
choices that are forced on us or
a product of our environment
but here's a thing we care more about the opinions of people
you better similar to us
when you were teenagers did you care about what your parents think
anybody
millions
now because we don't who really care what would your parents think
while okay you're good kids on
you get did the best grades in school too
okay let's not talk about that okay
but we carry things about blood other chevrolet drivers think
we don't care about what those bmw drivers think right
we care about people that are similar to us
so there you have to look the part if you want to influence a certain tribe
like my public relations people tell me that every time i present i have to wear
the monkey see
than the tide
i know and another friend of mine gary very shortly runs a smudge so-called
white library dot com
when he does keynote it comes out
in sneakers
jeans and a white t-shirt
and elsewhere is a lot
but that's his prey on and he's trying to
reaching his cultural tried that's very important
you have to communicate your values which are editorial tone when i mean by
that is
that's the colors use on your website it's the graphics you use
it's the language you use on your website
a lot to be communicated so that i feel at home i fit in
with the right at it or ill tone
and here this is a very very important thing
don't worried about the alienating outsiders
if you're trying to reach a certain group
don't worry about what the other people think
this is really really important
so politicians when they say something
and they say something that you really have they ever said anything you really
disagree with
politicians
kind i hate that guy
that's your midbrain by the way your muscle bring speaking
into a blue book you-know-what they're not talking to you
they're talking to the air
political base
they have a message for them
and they know they'll never to change your mind and they're never going to
convince you
to do anything different
you're in another tribe
so one thing you have to be ok with
offending other people not making them feel at home
number if you know with your target market is if you know who you're trying
to reach he should be talking only to those people
while that's an idea
look at all the details that we're seeing in that i
with your eyes you're seeing that i
visuals are very important that you know that
half of your brain is uh...
usual its use for processing visual information of one kind or another
singers and an example of a visual businessman las vegas
but uh... uh... uh... two months ago
what can you tell from this picture
well it looks like we're at a casino right there is the guy with the bow tie
others three other people standing next and i have a box in my hand but it's not
the biggest box
so i won second prize in this poker tournament
do you see how much information you got from looking at a picture
i didn't have to tell you that story
the picture tells you the story right
we get most of our information about the world
through our eyes
and then the brain and how it processes the visual information
here is uh... face black about three years ago
will sit up how many of your in face book
i mean you're not on facebook
how many awaken in the face pic
okay everybody should be a fees but by now i would think one billion people get
this is my wife's profile for maybe a year ago
do you see how it got much more vishal
finishes with my daughter
give a take a look at this
we had before tiny little pictures of people's heads
now are introducing on the left the bigger avatar photo
and we're putting photographs in the middle
of the page right
you see how much more visual becca
and this is beef even before p interest got popular but people are figuring out
the visuals are very important
years here is my profile a few months ago
bc how much more visual that is
now we have these big giant graphics at the top we can have a picture that takes
up
the whole width of our newsfeed and our walt
much more visual
because it's easy for us to process visual information
that you know that
you can process a picture
four to five hundred times faster than the letters
so if it's the right picture can be very powerful
so half of your brain is devoted to processing visual information i will go
into all the biology but
but do you remember did you take basic biology in school
who remembers arrived in columns do you have this
you know how to save and an portuguese but
basically you are two types of vision in your brain
but let's try this uh...
put your hand out and and look at your thumb like this flu could have put a on
a straight out look at your thumbnail
that's the only thing that's in focus if you look at your thumbnail everything
around it is actually blurry usa dot
so we have a very narrow two percent
view of
wishart
clear pictures and so we have to move our eyeball around all over the place
and this happens automatically you don't even know what's happening
very fast i'm movements cults a concert your i've always choose jerking all over
the place
and you think you see the world and you see everything clearly
which you really don't
it's constructing it for you
okay so that's that
the detail detection
the rest of the world you see like this
where you guys looking at me
yet lol academy now
because i might be dangerous
i could be coming to kill you
who beat you up to reach you
or meet with you all of those things are dangerous
pretty good eugene or me when i was running
because if uh... a pair
jumps out at you
you need to know now
not in two seconds now
do you need to know what colored the barriers
no
do you need to know
uh... how
his teeth are
no
you just need to know that that big something is jumping out at you
okay let's do another experiment put your hands out
like this try not to get your neighbors
okay now wave your fingers forward like this look straight ahead i think you can
see your fingers
can you see him
most of us have
two hundred twenty degrees
motion detection
units to help you survive
this is how we really see the world
and then
r_ i_ d_ jumps around
inlets for interesting places in the same
and then if jumps to another place in which for a more interesting stuff in
another place another place
and part of this
it construction
a picture of
the world that you think looks like this
breeze and now you understand how r visual system works
why should i care ok well how many of you
okay here are discussed by this is one of
uh... the u_s_ is bigger retailers kinda like magazine louisa is down here
something like that
okay so
uh... you're ready
what it would have a salad at the store
t_v_s are a ticket
not what are they saw at the start
vacuum cleaners right know it
what do they sell at this store
the kitchen appliances
maybe it's game consoles
maybe its
the fact that you're embarrassed because you don't have a smartphone yet
let's go back now
we saw these things changing on the screen
let me just ask your question
what was the object in the lower right corner of the screen
can anybody else for that
come on people just showed you
five screens
what was the object the whole time in the lower right corner
it was a camera do you see that digital camera
you didn't see it because you're focusing on the motion on the page
your italian brain has to react to the motion
e one of the is this one of the four afs what should i do with this run from it
fight with that
even mate with it
there's only one thing i can t was ignored it
insights and set up to my conscious brain
my conscious brain says all that's just another don't frame
in their banner rotator
on their home page
now i can ignore away two seconds later i have to pay attention again
so it's really really a bad idea to use motion
on your pages
let's be honest folks how many of you have a rotating banner on your home page
right now
come on okay
this is your easy
how to make money for your company today
going to take it off when you get back to the office
you make more money
it's your job this is important to be the editor
it's your job
to cut down the information
inmate it useful for your visitors
this
i can tell you that the middle who's responsible for this at your graphic
designer how many of your graphic designers that made the banners
well not so many hamesha k
nothing wrong with that you don't want to be bored all day long right it's
boring digest the static pages
should be exciting
something should dissolve or
slide in or do something interesting read
problem is the focus is on the wrong place
there was a
but they're american author mark twain
they ask him to do speech once
and he said well
nature i'll be glad to know how long does it need to be
and they asked them why why does that matter and he said
well if it's an our long speech one hour
then i'm ready right now
the thirties minute speech i'll need a week to prepare one week
and if it's a five minute speech
than eighty eight and one month to prepare
pinter stamp
your job istic headed down to make the information
easy for me to understand
this is lazy
this is you saying
you might be interested in this or in this or in this or in this
we don't know what the hell you're interested in
buttttt hopefully it's one of these things that were showing you
don't be lazy
so uh... people ask me often about video
but this is a conference series that are run call conversion conference
and we have an introductory video on the left hand side in the lower left you can
see
but we don't
played fullscreen
we don't put it on the page embedded as a viewer
if you click on it then you get a nice
presentation you know it's it just shows you lightbox pop over and shows you the
video
that way
you don't have to design around it is very small like a face book style
video player or video picture
and it also lets me make the choice of playing at i'm not distracted by motion
i decide
it when they want to view the video okay
so videos ok which is be really smart about how you use it
and also how many of you seen these walk on video spokespeople
the day they walk on the say little something and then they walked back off
the screen
okay that can be very effective
if it's short
maybe five seconds ten seconds
uh... in this case
what does she does a she comes out this is a video company and says
you know watch our introductory video then that's tells you to watch something
that's
maybe one or two minutes long
combination can be very powerful okay
but make sure that you pick the right actor actress that they have the right
script and that it's very short
uh... how many of you heard of camtasia at software for making new videos and
easy videos in a lot of things great software
but at this is there's actual
landing page your home page for this product
can you tell where the videos are
milliken either
i'm thinking that it's probably this big mess here right because you know play
buttons on it
that's not the video
they actually have the video is a little gray putting was that obvious everybody
did you see that right away
them he did
so this is too little to tell you that there's a video
that having a postage stamp video viewer that's the right size okay that way
there's a picture in the play but not just the play button
how about this uh... it's another interesting thing about this
our visual system what are you looking at right now
we're looking at
the dot the doctor and patient as i said yes
the o_j_ these guys
you're looking at the people
yeah because that's all you people are rich source of information on the
citation i fight with your own away from you ask you on a date
we're going to lick it faces
sewer leaking at this guy
and what's you looking at i don't know
what's this guy looking at idon't know nothing
and then after a while you get tired of looking at there may be a look at this
gray-haired guys
do you know what this company does now not just because you don't read english
but
no because you spent all of your time looking at the pictures of the people
so be very very careful about pictures of people
don't use them to decorate your page
if you're using a for a purpose
that's okay
we use that very intentionally because my bald head is very recognizable
but didn't look at what's next to it
is a call to action
we want you to press that button
that sent in the header of every page on our website
your cost action should be clear
sometimes it's good to drive pension your called actions on the middle of
this page this is about one of our services
everybody looking at at sports car
that's cool that it's very expensive
looks like the bat mobile it
but then right below it your eye drops down the button
so we're not using the picture
for you to look at
we're using the picture to focus your attention on the call to action
then it's okay
but don't just go to
your favorite stock photography side and grab some pictures of people and put
them on your site
it has to have something to do with your product with the called action
so there's three ways to get information about
what people actually look at on your site how many of you use i'd racking
equipment
in your work
are very few of you right
i know why
how many them he's using eye tracking resurgent
few people
cake it's expensive isn't it
so very expensive
you need to buy the equipment you need to calibrate it you need to find people
to be the subjects of your study
you have to record it all
and then
you have to spend your time looking at it isn't that exciting
that looking at video recordings of
neva hijacking find her
or you can use mouse tracking
mouse tracking it turns out that
a small percentage of people will actually
use their malice is a pointer
they'll use it to show the cursor on the screen
and you can tell what they're looking at by where they move their routes
most of us lever mouse alone unless for using a bit
some percentage of people use it as a pointer
okay so it's kinda poor mans eye tracking where you can use offered a
predicted
so each approach has its strengths and weaknesses as i said one of the uh...
weaknesses of our tracking
you get a lot of rich information where people look
what order how long they look at it
but it's expensive and very time consuming
to give a big project you should use it
okay it's
it's the best
a poem mouse movement tracking
here's a forum for example uh... overhear or or menu rather
here some other menu items up their you can tell from this overlay of a lot of
different peoples
mouse movements what they're doing on the site
so they could probably tell if they're trying to click on something that's not
clickable
you can tell that by recording nospam
and here's the final thing you can do this as i mentioned are tension wizard
software you're welcome to try it
uh... you can upload a picture
and then software projects where someone's going to look
so we have these hot spots
where we predict someone's going to focus their attention
so they're not thinking about it this is
during the first few seconds on the site
and look at one of the things they're looking at in this picture
the people
one of the biggest focuses is the people
it's got one big hot spot on it
bus that this can be used even without
the page being alive on the internet you can just
creative design uploaded
and then show at uh... the sitemap either instantly okay so here are the
things that you really need to understand about your visual system
one is
it's a very quick and powerful
uh... and we are drawn to strong visuals on the page
uh... make sure that if you use pictures of people
that they're there to support the calls to action
and don't use motion are animation unless it's being used to explain
something unless it's really really important to your story
and then if you're going to use video you have to test everything about it
it's not just is video good hers video bad
you have to decide
am i going to auto plant am i going to show it to someone that is a repeat
visitor to my website am i going to start with the sound on or off
how long is it what is the script and so on
so hereby for strategies for you
number one create a small number of clear choices that's very important
small meaning four or less
use the big anchor
he's a big anchor which means
start with your
highest price most expensive thing even if you don't want me to buy
b_m_i_ cultural try speak my language
look and act like me and then i'll be more comfortable on your website
and understand how visual processing works and use it
okay so
we've taken a long journeys of here's my take away
this is you know that you have to do
i decide this graphic myself
can anybody figure out what it means
there's nothing new under the sun
so you shouldn't be looking for your answers out there
initially looking for answers
in technology
has the answers are in technology
you should be looking inside your brain we have one hundred billion
interconnected neurons in our brain one hundred billion
it's the most complicated object in the universe your brain
and it's we're now able to
cano open up the head and look inside there's a very exciting research on
brain imaging and specifically how people react to marketing
inputs
so a lot of neural marketing research being done so here's some books
that you should read
this is by my friend susan white shane she's been aquino did our conference
one hundred things
every designer needs to know about people
by the way this presentation if you know i will be available through the
conference to be able to to get all the slides
another one is by roger julie is also key noted at the at the event
it's called brain fluids that sir
kind of uh... a summary of a lot of
brain and neuroscience research and what it how to influence people
uh... martin lindstrom has a very interesting book called biology
burdensome imaging brain imaging studies they did uh... unborn in marketing
uh... whose room doctor robert you'll be any
okay if you if you cook
get this book
i'm sure it's been translated into portuguese because it's been around for
a long time this is the bible on understanding how to persuade people
he did a lot of different research to figure out
a few key things that all people react to that helps to influenced and that
helps them to
make the decision you want them to make
i borrowed a lot of them in this presentation that so
only still from the best
and finally my own book covers some of this neuro marketing as well held by the
way i'm good
i brought a bunch of these uh... said during the q and a if you would he enter
cards to the front
uh... i'm gonna collect them and i'm gonna do drawing i brought about twenty
bucks to just sign in personalizing giveaway
and will announce the winners
later in the days of your interest in getting a copy
let me know and if you know when one there's uh... coupons inside for the
conference and
google adwords so even if you throw the book away
you're still making money
uh... if you're interested in the conversion conference one of things are
going to give away the grand prize is also
it one past any of that twenty thirteen events that you see up there san
francisco paris chicago boston london oberlin
and this is transferable so if you don't want to use it you can give it to
somebody else
okay so onepass they can't go to convert the conference dot com if you are more
information
tomorrow
if you're not
tired of me yet
i'm doing a workshop
at the e-commerce brazil labs gates a very small workshop we're gonna try to
keep it under thirty people most of them are eighty sold out
but if you're interested in it
uh... go to that link
and and register as ninety three tomorrow okay
and then you'll definitely get a copy of my boat because all the or chopper
disciplines government
all right now at this point i think will be able to have a little time for
question answer
yet okay
perfect so we will do that there's how how to reach out to me i appreciate your
time very much