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Applied neuromarketing

Increase the effectiveness of your conversion efforts by understanding how your customers’ brains work.

To optimize conversion rates, you need to change buyer behavior. Learn how the human brain works and how to leverage that knowledge to increase sales. This course is about more than just persuasion, cognitive biases and behavioral economics.

In just 5 sessions, you’ll learn how to…

Be more effective: Understand how the signal processing in the brain works so your message really gets into the mind of your audience.

Control perception: You can control what and how the content of your websites and landing pages will be perceived.

Raise buying motivation: Understand the influence of emotions and fears of your audience to increase the motivation to buy of your users.

Most online marketers apply consumer psychology superficially – like a tactic that you can just copy and paste.

But the human brain is too complex. It often doesn’t work to apply tactics without understanding the deeper mechanisms.

In this course, André will give you an overview how the human brain is hardwired and how to leverage that knowledge for more conversions.

André uses a lot of practical examples to showcase you the application of the knowledge. By attending the course, you will also have fun with tasks and interaction.

This course is right for you if…

You understand that a conversion is a result of a users behavior

You are generally interested in psychology and customer experience

You have already worked with psychological principles but maybe it didn’t work for you

This course is NOT for you if…

You think you understand your customers’ behavior by using Google Analytics

You think you need to do a lot of quick a/b tests instead of some really good ones

You think psychology is just some esotheric stuff for UX nerds.

Skills you should have before taking this course:

The course is suitable for everyone, but it helps to have:

General understanding about usability / UX / CX

Experience in optimization

Experience in user research

Your curriculum

Classes are self-paced and entirely online.

APPLIED NEUROMARKETING

Class1

Brain Fundamentals

Get the bigger picture of neuroscience and neuromarketing. How is it different from psychology? How do the disciplines work together? How can we use this knowledge to lever the potential of customer experience?

Topics covered:

How the brain basically works

Why customers are not in control of their mind

Why neuromarketing should be part of the core business model

Class2

Control the Attention

Most optimizers are familiar with clickmaps and heatmaps from mousetracking or eyetracking. But do you know what stimulus triggers the attention? The eyes are hardwired with the brain and as an optimizer you should know how to influence the customer’s behavior.

Topics covered:

People don’t control their attention rationally

Five proven ways to influence perception

Why perception is crucial for optimization success

How to implement it in your process

Class3

The Principle of Emotional Resonance

People buy what makes them a better version of themselves. According to neuromarketing studies, most behavior is influenced by a mechanism of preferences for certain values that is deeply implemented in the human brain.

Topics covered:

How the customer journey starts with emotional decisions

Understand how your customers really decide

Mechanisms to influence the customers decision

Class4

Fight or Flight – you only have 50ms

When we talk about concepts like trust, relevance, or clarity, the customer’s brain has made a decision in a couple of milliseconds. This happens a lot of time before the rational part of the brain has a rational explanation of the decision. You can use this principle to increase trustworthiness and perceived usability of your website.

Topics covered:

Understand why the brain makes fast decisions

Utilize this knowledge for increased trust, relevance, and clarity

Reduce bounce rates and engage visitors on your page

Class5

Implement the Core Principles in Your Process

Optimizing websites actually means changing buyer behavior. Your optimization process is a process that is not effective as long as you don’t implement the core principles of online behavior. Learn how to use neuromarketing principles and how to implement them in your optimization process.

Topics covered:

Disrupt or die: Why CX happens in the mind of the customer and how it affect growth

The core principles of your optimization process

Implementing behavioral principles to accelerate your growth

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