For those of you that aren't familiar with the conference Pubcon, it is the premier social media and optimization conference and expo. Pubcon is held twice a year in Las Vegas and New Orleans; and is slowly growing to appear in other locations nationally. With over 200 speakers and 1,800 attendees it is definitely the most recognized digital media conference in the US.
This year was my first time attending the conference and I had one person that I was anxious to see; Roger Dooley of Dooley Direct LLC and the author of Brainfluence (the most applauded Neuromarketing book available on the market). As most of you may know, I am a Neuromarketer and an advocate of how psychology and sales are related; and I believe that when used properly neuromarketing can be an asset to your business.
Roger Dooley was the keynote speaker that kicked off the Pubcon conference on Monday in Las Vegas at the Master Training. His keynote was focused on this: "SEO, SEM and Social Media help drive traffic to your site. And if you want more revenue you need to turn up the traffic or turn up the conversions." The key to conversions is persuasion.
Roger Dooley likes to look at the purchase cycle as a slide, 'The Persuasion Slide'. And this slide consist of 4 different features: 1) gravity, 2) nudge, 3) angle, and 4) friction.
- Gravity is the initial motivation that brings the consumer to you.
- Nudges are little things that your business does to help motivate them to convert. Nudges are ALWAYS about the consumer, NOT ABOUT YOU! Nudges must be seen to provide the initial motivation to start the process.
- Angles are both conscious and subconscious factors that help motivate the consumer to buy. Some conscious factors are free gifts, sales, stats likes savings or other rational decision factors that could help pursuade the consumer from browsing to buying. Subconscious factors that motivate the consumer without the 'in your face' effect; like emotions, psychology and brain bugs.
- Friction is anything that prevents someone from purchasing. Some examples of friction are too many lines to fill out on a form or making the conversion sequence harder than it needs to be. Use choice architecture to help minimize friction by creating a 'default' choice.
Roger Dooley is an amazing pioneer of neuromarketing, by far my favorite to follow. His 'Persuasion Slide' is a great concept and has the ability to help promote conversions. If you want to try testing a neuromarketing theory on your website or if you have questions regarding neuromarketing, please contact me at BDiaz@Tandem-Interactive.com Have a great weekend!