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Context and the Power of Framing [On-Demand Webinar]

Context and the Power of Framing [On-Demand Webinar]

Jennifer DeRome  |  April 21, 2015


In our recent webinar, Tim Ash, CEO of SiteTuners, shared his insights on how our brains respond to online marketing, and how we can use that information to improve conversions.

Here are our top 3 takeaways from the webinar.

Your brain is a bouncer

We’re presented with a lot of information every day. Our brains are tasked with filtering out information that’s not immediately relevant to us and only letting through what we really need to know. Or, as Tim puts it, our brains are bouncers.

It’s important to consider this in the context of marketing and conversions, because if your customers’ brains are bouncing your efforts, your marketing will never make it past the velvet rope.

We’re on autopilot

Being the information bouncer is a 24/7 gig, but that’s not the only thing our brain has to do—you know, stuff like breathing and keeping our heart beating. That’s a lot to do, and the only way to efficiently manage that is to put some efforts on autopilot.

A lot of our actions are pre-conscious, which means we don’t actually put much thought into performing them. And this includes our actions on the web. That means much of the "decisions" we make online are made without us even realizing it.

We’re lazy

Given how much our brains already have going on, we don’t have much patience when it comes our online habits. We don’t want to work too hard for information, and our brains get easily overwhelmed with too many choices or too much detail.

Anything that seems like it'll take too much brainpower or require much effort immediately gets bumped down on the priority list in our brain.

How you can use these principles to increase conversions

Understanding how our brains process and prioritize information gives us an important advantage when it comes to conversions. By focusing the message and the context in ways that make it easy for our busy brains to digest, conversations become much more likely.

Here are just a few ways Tim suggests doing this:

  • Keep choices simple

  • Limit the number of choices

  • Make choices obvious

To get all Tim's tips on using context and framing to boost conversions,  watch the entire webinar here!

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About the author:

Jennifer is a Senior Content Strategist for UserTesting. When she's not dreaming up new ways to connect with audiences, you can find her traveling around the world or enjoying a glass of wine with friends.