Neuromarketing, Emotional Content Strategy, Influence, and Interactive Design Review

Photo credit: Giphy

Intro to Neuromarketing

  • fMRI machine — 3D images of the brain in real-time as people view content
  • EEG: Multiple sensors placed on key brain regions to measure emotional motivation, memory activation, and attention processing
  • Core Biometrics: Measuring heart rate changes capturing the emotional journey
  • Facial Coding: Facially expressed emotions shown discreetly, such as surprise and confusion, happiness and sadness
  • Eyetracking: Determine the level of visual focus on content, including specific areas that attract the most and least attention
  • Self-report: What consumers say, think, do, or plan to do
  • Never believe A/B test case studies — they do not show the whole picture and are not always trustworthy.
  • Something that you can’t see can’t change the behavior of your users. Test the things that have the power to radically change user behavior.
  • Statistical significance is not validity — Be sure you have a large enough sample size and a long enough test duration.
  • Your website is a salesperson, understand the cognitive biases that you can use
  • Growth System = Goals + Ability + Culture
  • Reducing friction
  • Increasing non-conscious motivation
  • Creating triggers (or nudges)
  1. Conscious
  • Benefits
  • Features
  • Gifts
  • Discounts
  • Specifications
  • Prices
  • Emotions
  • Psychology
  • Prices

Developing & Testing an Emotional Content Strategy

Photo credit: Giphy
  1. Message
  2. Colors
  3. Images
  4. Emotional triggers
Photo credit: Giphy
  • Emotions
  • Elements
  • Words
  • Visuals
  • Colors

Influence and Interactive Design

Photo credit: Giphy
  1. Concentrating (aware)
  2. Learning (informed)
  3. Desiring (motivated)
  4. Deciding (intent)
  5. Trusting (confident)
  6. Acting (short term)
  7. Maintaining (long term)
  1. Intro to CRO and Best Practices Review
  2. Intro to Conversion Copywriting, Product Messaging, Psychology, and Social Proof Review
  3. Neuromarketing, Emotional Content Strategy, Influence, and Interactive Design Review
  4. Google Analytics for Beginners Review
  5. Landing Page Optimization, Conversion Research and Using Analytics to Find Conversions Review
  6. Google Tag Manager for Beginners, User Research, Fast and Rigorous User Personas Review
  7. Heuristics Analysis Frameworks for CO Audits, Google Analytics Audits, How to Run Tests
  8. Testing Strategies, Statistics for A/B Testing and A/B Testing Mastery Review
  9. Optimizing for B2B, Customer Value Optimization, Digital Psychology, and Behavioral Design Training Review
  10. Advanced Experimentation Analysis and Applied Neuromarketing Review
  11. How to Design, Roll Out, and Scale an Optimization Program; Evangelizing for Optimization in Enterprise Review
  12. Building Your Optimization Technology Stack and CRO Agency Masterclass Review

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Ashley Neal

Ashley Neal

Queen👑of CRO💖 Conversion Rate Optimization Let's make even more money!

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