How to Apply Behavioural Science Techniques to Increase eCommerce Conversion

2. HOW TO APPLY BEHAVIORAL SCIENCE TECHNIQUES TO
INCREASE E-COMMERCE CONVERSION
When customers make a choice, more often than you know, their actions are driven by the
subconscious. But learning tap into these hard-wired behaviors can be challenging for
marketers....until now. Learn the core neuroscience principles that will drive better
conversions and understand how to craft better content that helps you understand why and
how your customers buy.
Learn how to... Apply behavioral science for data-driven decision making create more
compelling content that drives action apply 12 brain science-based strategies for better
marketing results

3. • Priming
• Attention
• Higher Conversion Rates
• Ad recall
• Less negative reaction
• Less waste
• Brand perception
• Sales response
• How the brain processes
• Targeted mindset
• Emotion
• The halo effect
Focus on Context

4. Know Who Is Converting

5. Connect Your 1st Party Data

6. Who Is Your 1-5%

7. Time Is Running Out

8. Show Them Their Cart

9. Memorable Repeat

10. Remind Them of the Reward

11. Safe and Secure

12. Social Proofing and ORM

13. Use Unexpected to Draw Distinction.

14. Von Restorff
• also known as the "isolation effect",
predicts when multiple homogeneous
stimuli are presented, the stimulus that
differs from the rest is more likely to be
remembered.
• use high contrast colors
• use colors that are not brand standard
and stand out
• use multiple CTA buttons
• use CTA on every blog page (not just lead
forms)

15. Focus on Brand

16. Again and Again and Again

17. Mimic Creative Across Channels

18. Image Clues
use image “clues” that
lead the user to where
you want them to look

19. Collective Goals to Target

20. Zeigarnik Effect
The Zeigarnik effect states that
people remember uncompleted or
interrupted tasks better than
completed tasks.
Can we tweak our marketing and
advertising efforts to tweak a
consumer’s interest?

21. Why?Why Buy One vs. the Other? 95% of purchase decision-making
takes place in the subconscious
mind.
— Gerald Zaltman, Harvard
Business School, “How Customers
Think”
“As you might imagine, our brains
are adept at filtering out irrelevant
information. Emotion gets out
attention through our senses-which
then influence out decision-making
processes. Brands that create an
emotional connection to
consumers are much stronger than
those that don't- it's as simple (and
complicated) as that.”
“When we brand things, our brains
perceive them as more special and
valuable than they actually are.”
― Martin Lindstrom, author of
“Brand Sense” and “Buyology:
Truth and Lies About Why We Buy
and the New Science of Desire”

22. Stop Siloing Your Campaigns

23. TV As Part of the JourneyUnderstand the Ad Journey

26. Reminder to consider using Heatmap
Tools
• Crazy Egg
• Mouseflow
• HotJar
• Clicktale
• Lucky Orange
• Fullstory
• Inspectlet
• Heatmap.me
• Ptengine
• SeeVolution
• Smartlook
• ContentSquare
• SessionCam

27. There Is NO right or wrong
BEHAVIORAL SCIENCE
stimulus formula. It depends
on so many factors so TEST
EVERYTHING.

28. ASharksPerspective.com

29. Kenneth Kinney
VP of Marketing and Digital
Strategy,
Ai Media Group
(aimediagroup.com)
Host of
“A Shark’s Perspective”
Marketing Podcast
asharksperspective.com
/KennethKinney
@Kennethkinney
@asharksperspective
/asharksperspective

30. Be a Shark and
Keep Swimming
#asharksperspective

31. THANK
YOU!