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Make Them Click by Roy Tomeij Whether you want it or not, you're the constant victim of neuro-marketing. By tapping into your "reptile brain", you are unconsciously made to click, like and buy. We'll look at scarcity, social validation, reciprocity and much more. All web apps have customers of some sort, and it's your job to guide them, either for usability or profit. You'll learn how to see others' influence on you, and maybe to exert some influence of your own. Help us caption & translate this video! http://amara.org/v/JdHO/
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The video "Make Them Click" by Roy Tomeij, presented at RailsConf 2016, delves into the strategies of neuro-marketing, emphasizing how businesses can influence consumer behavior by understanding the workings of the human brain. The talk outlines the three main parts of the brain: the 'lizard brain' which controls survival instincts, the midbrain managing emotions and memory, and the neocortex responsible for reasoning and decision-making. By leveraging these insights, marketers can effectively guide customer actions. Key Points Discussed: - **Understanding Brain Functions**: The lizard brain drives survival responses; the midbrain influences emotional reactions and behaviors; and the neocortex allows for reasoning. - **Cognitive Dissonance**: Buyers often experience discomfort when their feelings don’t align with reality, leading to changes in reasoning to justify purchases, as illustrated by an anecdote about choosing between an iPad color. - **Buyer’s Remorse**: Companies should provide constant reassurance to prevent post-purchase regret, including welcome emails and positive reinforcement. - **Commitment Tactics**: Small commitments (like signing up for a trial) that lead to larger ones can effectively convert leads into customers. Apple’s strategy of 'gateway products' showcases this approach. - **Social Validation**: People are influenced by the behaviors and endorsements of others. Rating systems on e-commerce websites tap into this desire for social proof. - **Scarcity Marketing**: The perceived limited availability of products boosts demand, as seen with historical examples such as Coca-Cola’s marketing failures and Apple product launches. - **Simplifying Choices**: Too many options can lead to decision paralysis; companies can benefit by presenting fewer choices or highlighting a mid-range option. - **Reciprocity**: Providing free products or information generates a sense of obligation in consumers, prompting them to return the favor. - **Effective Communication**: Using storytelling enhances retention and understanding of information, which can be applied in marketing strategies. In conclusion, Tomeij encourages marketers to embrace these psychological principles to enhance user experience and guide consumer decisions, ultimately leading to higher engagement and conversion rates.
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