 We're going to continue with English, because our next talk will be English. We have to, it's good to introduce the next speaker in English. We had a not-so-private conversation because of the microphone, but we just found out we're neighbors. And the reason why I asked this is because I asked him a few questions before to prepare for the introduction. And he told me he has a son, Ola, one hour of years old, and he said you can sometimes find me walking in my one seat with him in a car. That's his birthday. So I said, where do you live? And he said Amsterdam. I said, where in Amsterdam? I said, isn't that? I said, I'll be there too. So I'm going to be a looker. I'm going to go to Amsterdam, please. No pictures, please. No pictures, please. Well, pictures aren't out. Now I'm here in Europe today, so if you can take pictures. David Semen, Dr. David Semen, is specialized in neuro marketing, and he works for a company called NeuroPrize. But it doesn't mean that you can find him on his Friday. It's apparently his motorbike. Are you the one that goes to our area around him when there's not any? No. That's not me, definitely not me. But when he's not doing that, and he's working on neuro marketing, and he's specialized in WooCommerce websites, that's what you do, correct me if I'm wrong. Sort of, yes. Sort of. And you use actually neuro marketing to increase conversion. So I'm curious to find out what that means. Originally you were a backup speaker. We were flowing in the last minute. So how many of you put your name up on the board for a bar camp tomorrow? No one's inspired to do a talk? I know there's one. No one's inspired to do a talk? Any of you, everyone can be here and speak. You all get a story. Yeah. So feel inspired. I mean, if we can be here, you can be here. But first, let's hear a good talk about neuro marketing and the official title is How to Boost Your Science Converging with Neuro Psychology. So pick a question. Thank you. Thank you for being here. The title is How to Boost Your Science Conversion with Neuro Psychology. But this could also be about your own website, about your own web shop. So you can apply it to your customer's website. You can apply it to your own website. You could even tell to your boss that he needs to do this or that. So let's start. What are we going to do today? I'm going to give you a brief introduction about myself. I think that some of you know who I am. It's not my first time that I do a talk at WordCamp Nijmegen. I was here last year as well. And I did a talk at Wordpress Meetup Nijmegen. Then I'm going to tell you a bit about the brain because if you don't know anything about the brain, it's difficult to apply persuasion principles on your own website, on the websites of your customers, Facebook ads that you're creating for them. So you're just going to get your big toe wet, that's all. Then we're going to dive into six persuasion principles that you can apply to websites, to a Facebook campaign, to anything. And we're going to end with a Q&A. If you have a question, you can raise your hand. You could also save it up for the end of the presentation. So, Neurofied, that's where I work. My name is Ava Sermayn. I did a PhD. And I co-founded Neurofied this year, January 1st with Bayer M. Ben-Bara. He's the strategist of our company. Ian, who is in the back of the room, also works with us, Ian McCorker-Dill. He's a neuropsychologist. And within our team, he's really a scientist. He reads the articles, scientific findings, and translates that into Yip and Janneke language so that you, who don't know anything about it, understand what the new findings are, how you can apply it to your website, to your marketing strategy plan. And we have Denise Janser also working with us as a volunteer. And she is a neuroscientist doing her PhD as well. And she also translates science into Yip and Janneke. Some of the companies that we work with, Afterpay, True, LabFresh, and we do several stuff for them. For Afterpay, we did a workshop. We taught them neuro-marketing. And we also improved their email workflows. So if you're a customer of them and you get emails from them, big chances are that they were optimized by our company. So the brain. We humans, if you want to have a good understanding about the brain, we need to go back roughly 45 million, what is it, million years, because that's when our brain, that's where the origin of our brain lies. During that time, there were tigers, saber-toothed tigers, there were mammoths, and it was a dangerous time. So our brain did one thing, and that was directing our behavior. We were all aimed at survival. So if you saw a mammoth coming from the right and a saber-toothed tiger on the left, your brain made the calculation which one is more dangerous and made you move in the safest direction. In evolution, we changed a bit, but our brain did not change as you might think it did. We kept our old brain, and a new part grew on top of the old brain. So you basically have one part, the old part that is directing your behavior, and you have a different part that's what defines us from animals. That helps you with planning, doing shopping, having a chat with your friends. And Daniel Kahneman, the only psychologist that received a Nobel Prize research on those two parts and named them System 1 and System 2. System 1 is the unconscious system. System 2 is the conscious system, and just to give you a number, roughly 95, could be more, could be a bit less, but almost 95% of the decisions that you make every day, even right now, are made by System 1. So the subconscious system. You're not aware of choices that you're making. It could be the sandwich that you picked up during lunch, or the drink that you picked when the break that we had right now. System 2 is the conscious system. It makes you rationalize the thing. Why did you pick the green blouse or the green sweater that you're wearing right now? System 2 is going to rationalize that why you picked that. And you may think that that's a good match to systems to communicate with each other. System 1 tells System 2 what the plans are. System 2 does the same thing back to System 1, but that's the most annoying part. They don't communicate with each other. They're two black boxes. So if there is a conflict, if you need to make a decision, and you have System 1 and System 2 working on that decision, there is always a winner. And most of the time, that's System 1. Why? Because System 1 is directing your behavior. And most decisions are behaviors. Even purchase something is a behavior. So most of the time System 1 wins when there's a conflict. So directing your marketing to the System 2, which is the conscious system, could not be that efficient. Because System 1 has a bigger chance of winning the decision-making process. There's a different slide. I thought there was another one. So you have a hair. I think it is in English. And a turtle in your head. And System 1, the green system, is... Was it this one? No, I'm sorry. Slides are gone. So it's the most important thing to understand is that System 1 is most of the time the winner. And there's a second reason why System 1 most of the time wins a decision. And that's processing speed. The processing speed of System 2, the conscious system is 40 bits per second. Does anyone want to make a guess about the processing speed of System 1, the subconscious system? Anyone? Five thousand. Okay. Are you close? But the processing speed of System 1 is 11 million bits per second. It's a measurement. It's a rough indicator of the speed of processing your brain. You can't compare it to anything, but if you translate it to computer speed, then 11 million bits can pass through System 1, compared to 40 bits that can be processed by System 2. So it's mainly to show you that there are two main reasons why System 1, the subconscious system, is a good system to target in your marketing, but also when you're building a website. System 1 processes your website immediately and makes decisions about it. Do I like it or not? Am I going to purchase this or not? Do I like the checkout process or not? So targeting and making sure that System 1 likes your website, likes your Facebook advertisement, likes your newsletter is important. Some other facts about the brains. These are our modern brains. They roughly weigh 2% of our body weight, 1.4 kilo. That's where it comes from. Yeah. Minus 1.4. But they roughly weigh 2% of your total body weight, but they consume 20% of your caloric intake. So it's a really important organ. There is a lot of things happening in the background. And that's what you can see by the caloric intake. So what I really want to discuss with you, and this was the bit that I'm not going to tell you more about the brain, but I really want to discuss with you our cognitive biases. Are there any Dutch speakers here that don't know what cognitive biases are? Because the Dutch word is a dankfout. But cognitive biases are shortcuts that we all have in our brain. Our brain is a lazy organ. It prefers to not spend any energy on something. So if it has to make a decision, it will go for the least energy-consuming decision. And that's basically the function of cognitive bias. And some of them are irrational. This image shows you all the cognitive biases that there are. It's roughly 175. It could be some less, some more, because some can be combined. Some can be extracted into two cognitive biases. And I'm only going to discuss six with you because if I have to go through all of them with you, that will be a bit of overflow. But the image is on Wikipedia. If you Google for cognitive biases, you can find this and all the cognitive biases that there are with the description, with the research behind it. So if you're really interested in it, Wikipedia cognitive biases is a good page to go to. Persuasion principles. We're going to discuss six, and I'm going to start with processing fluency. Processing fluency is basically the ease which with information is processed. I could have made a more difficult sentence, but that would probably make it more difficult. It would decrease the process of fluency. You want messages to be clear, images to be understood quickly, and you want things at the location where people expect it. So to give you an example, this example is from the workshop that we gave at Sherlock. We taught them a bit about neuro-marketing and we analyzed their website. This is the FAQ section. One of the recommendations that we gave over here to increase the processing fluency is to have the text be aligned from left to right. Why we read from left to right? That's what our brain has learned. The words are put on paper from left to right. So reading sentences that are aligned to the right makes it difficult for our brain. This takes more energy to process. So our brain is more likely to say, I'm not going to spend any energy on this. I'm going to close it. And even if you look at the gaps that are over here, our brain uses these rigid edges as marks. I've been here, so the next sentence is probably somewhere over here. If you do it like this, our brain can't work with that rigid line anymore. So it loses where it was when reading the sentence. So it could be as easy as using left to line text on your website to increase processing fluency. Another recommendation that we have at Sherlock is an Amsterdam based company. They're also in Rotterdam. They have escape rooms and you can book a room with them. Now where would you expect a book now button? Anyone? I hear top right. Anyone else? Center of the screen? Exactly. And they put it on the bottom left. We did not make this. And I'm not saying this is wrong, but if you want to increase the processing fluency of your website, make it easier to consume, you need to make sure that the content that you are putting on the website for your customer, for your client, or on your own website is at a location where they expect it to be. So you told me that you expected the book now button in the center of the page or at the top right. So keep that in mind if you need to place a button somewhere on a page. Think where does the customer of your customer or the visitor of your customer expects this function to be. So one of the things that they are going to experiment with is moving the book now button to make the page easier to consume. Another persuasion principle is framing. And with framing, you can draw different conclusions from the same information. What you see over here is the WooCommerce logo on the left and the Magento logo on the right. They are the same software. You can sell products with it. It's e-commerce. It's an e-commerce solution. But if you are a WooCommerce user, you could say, well, Magento notes too expensive to maintain the system. You must only use Magento when you have a big store. And if you're a Magento user, you would say, no, WooCommerce is this and that. But in the end, we all have the same knowledge of these systems. Well, we draw different conclusions with the same information. So what you could do with that with framing is, and this is from LabFresh. I'm actually wearing one. LabFresh creates shirts that are stain repellent. So you could say it's stain repellent. So if I spill red wine on it, it will not make any stains on it. That's also what you see on the image. This is a glass of red wine. So you could say it's stain repellent. Then you are focusing on the stains. With the same information differently framed, you could also say, never worry about stains. It's framed differently. But it's the same information that you have with a different conclusion. No, the same conclusion. I'm sorry. I switched them. And that's also what you could do with wordings that your customer has on your website or wordings that you have on your website. Is your hosting cheap? Or is it quality hosting? It could be that it's the same hosting. If you want a lot of customers with a small budget, then cheap could be a good wording. If you want high-end customers, quality hosting could be a good wording. If your offering is selling something high-end, you may not want to use the word cheap. So you can play with the words to put a different frame that the visitor will see. The peak-end rule. I like this rule because it's a difficult one, but it's also a fun one. And there is an IKEA hot dog on the screen with a reason. Because one of the best examples to explain you the peak-end rule is by using IKEA. Your walk through IKEA magazine, the warehouse, sorry. There goes my English. It's quite a long walk to the warehouse. There is a dotted line that you can follow. It's always annoying. You have kids jumping on the bed. You have parents sitting on couches with their feet right where you want to put your feet. It takes you 20 minutes to go to the cupboard that you want. That nice white, you know, everyone has that cupboard. And you need to write down the path where it is. So 44A shelf 30. You're happy at that moment because you found it. You know where it is. You continue your stroll. Too slow, too much people. And then you put it on your cart. You get to check out. And you buy a hot dog. One euro. So you have two peaks. No one peak. One peak. That's that you found it. And you got the end, the hot dog. And with the peak and rule, it says that it's not about the complete experience. It doesn't matter. It took you an hour and a half to buy that cupboard. It's about the average of the peak. So you found it. And the end. What could you do with that? Because you are not IKEA. That's clear to me. If, for instance, your customer or you are shipping out products, if something goes wrong, it's not about how long it takes for the customer to get the replacement product. It's about how good you handle the support. So show empathy. I'm sorry that it went wrong. That's the peak. And then you're going to send a new one and it arrives. You could even add a present with it or give them discount for the next purchase. Then you make sure that the memory that they put into their brain, the experience that they have with you, was thumbed up. That's what you want. If you really want to, you could be a pro with this because you can apply this on large scale. But you can also do this with sentences on your page as well. You can apply the peak and rule to sentences to paragraphs. You could really do a lot with this. The default effect sometimes, default effect says that this is where the lazy brain comes in again. When the choice that the brain has to make is arbitrary, so it doesn't really matter whether I choose option A or option B, we tend to go for the option that is pre-selected. That's the default effect. This slide is from the workshop that we gave it after pay. What you see over here is a customer of them that is offering their payment option as well. But it's not selected at the default option. So chances are that in this checkout flow, the customer will select ideal as checkout as payment method. For your customer, if they prefer a specific checkout method, you could set that method as the default option because you increase the chance that they will convert with that payment option. So that will look like this if you, for instance, want the customer to use after pay, which could be a good solution for you or your customer to use. Why? Yep, endowment effect. Endowment effect says that we tend to ask more. For when we have to give up an object, then we are willing to pay for it. And with after pay, I'm not here to sponsor them, but with after pay or Klarna or there are several other payment method that lets you pay off so you have received your product. Chances are that your returns will decrease or returns of your customer will decrease because of the endowment effect. Yeah, so the decision that our brain makes is do I want to keep my money or do I want to keep the service? The next one is the mur exposure effect. Our preferences and our positivity towards a brand increases if we are more familiar with it. So, for instance, on this image, there is a bear maker that you will all recognize. So what he's doing here is using the mur exposure effect. And what you can do with this to increase conversion is not only create Facebook ads that are focusing on selling, or if you're doing this for yourself, not only focus on selling, but also focus on awareness. Because the more people see your brand or the more people see the brand of your customer, the more positive and the more familiar they will get with that brand. And that will make them easier to convert. So if you run regular awareness campaigns that are not focused on selling, but just saying, hey, this is my brand, here I am, that will make those people that saw the ad easier to convert. And that's what you want. And you could also look at email automation. If someone has bought a product, set them in a drip campaign, tell them regularly about you, tell them about the sale, create an automation for your customer. That way, they will be easier to convert. You will have to spend less money and less energy on them converting. They are familiar with your day. You've seen something that you specified. But it didn't do anything. You're going to target them again. They're familiar. And often that results on retargeting are better than on the first campaign. I'm already at that point. I'm on time, right? All right. So to recap, how could you boost the conversion of your customer or your conversion within our psychology? Apply processing fluency. Simple information is better processed. And it's not with processing fluency. It's not about text has to be short. But text, for instance, has to be easy to read. So don't use long sentences. Keep your sentences short. Use easy words. Don't try to throw too much difficult words in one paragraph. It's not about shortness. It's about simplicity. Framing, draw different conclusions from the same information. That was the WooCommerce versus Magento. They do the same. But you could draw different conclusions from the same information. Magento could be this. WooCommerce could be that. But are they really? The peak end rule. That was the IKEA rule. The hot dog at the end. The cover that you find after the long walk. So it's not about the complete experience. It's about the average of the peaks and how it ended. The default effect. We tend to favor the default options. We have a lazy brain. So if the choice is arbitrary, we prefer to go for the one that was already selected. And the endowment effect. If we already have something with the payment solutions we have to pay off. You have received the product. Returns decrease. People rather keep it before. They have to pay. When they receive it before that, they have to pay. Then when they have to pay first and then receive it later. Endomer exposure effect. That run an ad campaign about awareness. Make sure that your customer has regular awareness campaigns running. Offer them email automation so that the familiarity and the positivity with that brand increases. That's it. Any questions? Start with applause. There must be questions. Do you want to share? I'm sure you have discussed the issue of ethics frequently. It is on our blog. I would like to get your view on that because there are obviously pitfalls I might say. Could you add anything to your view? What's the question? Maybe I can hear from the question. Of course the range of static is actually in relation to this environment. For example, if you make things as easy as you say it's stupid. That's exciting to me because that's smart. People get more childish from easy stupid experiences. They become mere consumers. But obviously we do want the easiest experience for your conversion. There are many other tension fields that are by neuroscience. Could you give me your view on how you might try to balance? If I rephrase it you're raising the question whether people get stupid if we apply neuropsychology under marketing to anything. That's one of the things. I also get more informed by neuroscience. I don't want to give my opinion. I would like to get your opinion. I'm interested in your opinion. You know your own opinion already, right? Yeah, I do. I think to start with the ethics is it ethical neuro marketing? I think that could be one of your first questions. Is marketing ethical? We had a talk before the break. Basically we are not doing anything differently. The only thing that we're doing is telling you why something works. With marketing people know that something works. So you know that doing this results in that. And we only give you the why. Why does something work? Is that unethical? I don't think so. We're not... I can't force you even if I put best neuro marketing effort in. I can't force you to buy anything that you don't want. I can't sell you a green car right now. Because you're not looking for that product. What we tend to do is that we make the choice of is there a product-customer fit easier for the customer. And also for the company itself we make it easier for them to decide does this customer fit into my target audience. So we are not... It's not magic what that we're doing. It's basically that we are we know the why of marketing methods. And that's what we are applying. So for us it's more we decide which tactic we are going to use because we can make an estimation of what works best in this situation. Does that answer your question? Is it a start? Thank you. Yeah, I'm very impressed by the quality of the presentation. Thank you. Yeah, I did. The question is there are several tricks that I applied. Did I apply any neuro marketing to my presentation? Yes, I did. How many would you be recognized? How many would be my next question? How many did you... I recognize the exposure effects. I mean neurofibers remain many splices between neurofibers. And more of I like to keep and do because the last examples were more interesting than her. Of course, me. That's the quality of the presentation. Yeah. I think that we applied exactly plastic fluency because and it's not because we want to apply it, but I want this to be as easy for you to consume as possible because I want that if you walk out that door that you've learned at least two things and I can improve those chances by making it more easier for you. I didn't make it stupid. It's still pretty heavy stuff that I talked today, but I made it easier for you. So I applied plastic fluency regarding the logos. You might have noticed that sometimes they were on the left, sometimes they were on the right. Could you correct me? It's not bizarre in this effect, right? What was the slight logo changes? There is, if you notice subconsciously if there are changes something. So your attention was subconsciously drawn to our logo. There is this is Nijmegen that you see in the background. So that's familiarity. The opening slide was exactly the color scheme of wordcam Nijmegen. So yeah, I applied some tricks, but it was not to trick you. It was to make it feel you more at home. To make it easier to consume this information. Yeah, but I also like to do this. I also like to improve the camera because I come from a graphical background and you have to solve theory like how you apply images and stuff like that to make it easier for people to read how to write and stuff like that. So does this sort of like match yours? And another thing before I assume you feel like you can code a program, wouldn't you do this? So maybe they seem to do a cinema? Is that a true story? No, it's we actually have a blog post on our website about the Coca-Cola subliminal messaging. Is the correct wording? It's 1940-50. I think it's 48, but I'm not sure. It could be 52. There was one researcher that showed the Coca-Cola logo in between your movies. So there was a frame of the film, Coca-Cola frame of the film. So you could see unconsciously you could register the Coca-Cola logo. He told everybody that sales increased with 52 and 48%. He also had popcorn in the same movie. But in the end it turned out to be as fake as possible. So if you feel like drinking a beer, that's possible because I showed a Dutch beer brand. But no, no Coca-Cola. Any other questions? I have one raised hand. Which beer brand did you show? Because I didn't see it. It was a green with white and red something beer brand. But that's another drink. Exactly. So the question is could you apply the peak angle to text? Yes you can. Can I give you an example? Right now it's pretty difficult. But you can extract a sentence down to what's most important. What's something that you want to tell and how do you want to end? So you could change the order of words for instance. Sometimes you want the most important part to be at the front of the sentence. So that could be your peak. And then you make sure that here is the peak and you want to end positively for instance. So that's how you could apply the peak and end positively for instance. But it's a difficult one and we tried to do it but it takes us three brains at the office to really put the peak angle into one sentence. Yeah. Yeah. I'm afraid you run out of time. No I saw one question. I'm going to ask you to see if I understand correctly because I think what you can do is you can say well yeah I could help with that but it's going to cost more but it's going to cost more but I can definitely help with that. Yeah so there's an example and the example I'm going to repeat it it is costly but I can help you with that. It's going to cost more but I can help you with that or I can help you with that it's going to cost more whether that's an application of the peak Andrew and it's close. And so what you want to highlight is it about the cost or is it about you helping them and so yeah it's close. Thank you. Are you going to apply for the program? Yeah please please put all your stickers on our week. If you want more about neuro marketing put stickers on his application. We have a live performance. I'd love to do a live analysis of several websites if you have any stickers left please put them on. So big applause for Ava again.