119. The Psychology Behind Conversion Rate Optimization with Tim Ash

Marketers focus on taking actions that will result in increased conversions. Tim Ash joins me today to talk about optimizing and increasing conversions through compelling customer experiences. We used to think people made conscious buying decisions. We now know that it's largely the other way around. People make unconscious decisions when it comes to making purchases or choosing products or services. Tim shares how to use this information to help you optimize your conversion rate and grow your business presence. Find Out More About Tim Here: Tim Ash Tim Ash on Facebook Tim Ash on LinkedIn SiteTuners Digital Growth Unleashed In This Episode: [01:13] - Tim starts things off by talking about the best practices and optimization of conversion rate from the evergreen angle. [02:25] - What are the differences between neuromarketing and behavioral economics? [04:32] - Tim discusses how to structure online marketing to take advantage of the human tendency to opt for immediate gratification and discount future pain. [07:09] - What Stephan has just been saying reminds Tim of BJ Fogg's theory that states that you need three things for any behavior to occur. [10:17] - Tim relates what he and Stephan have been discussing to the gaming industry, which he points out is now bigger than Hollywood. [13:44] - Stephan brings us back to the idea of the trigger, the habit, and the reward. The way to replace the habit is to scramble the trigger, he explains. [15:49] - Stephan discusses being at a conference and optimizing the process for getting as much of the audience as possible to whip out their phones and opt in. [19:54] - Tim responds to Stephan's example for how to get people to opt in, relating Stephan's strategy to the theory he previously described by BJ Fogg. [22:51] - Does Tim think it's important to get someone's first name, or that it's better to just ask for an email address? He generally asks for the email address first. [24:42] - Tim gives copies of his book away at his session, and recommends having physical copies available as a form of branding. [25:33] - We learn whether Tim used any of his neuromarketing magic to get his impressive Amazon reviews. He and Stephan then discuss reviews in general, and whether it's acceptable to ask for them. [30:13] - Stephan returns to the concept of giving away books, using Tony Robbins' strategy as an example. [31:33] - What are Tim's thoughts on how to optimize the opportunity of giving something physical away with a free-plus-shipping offer? [35:04] - When the first edition of Tim's book came out, it included several special offers. He found that they weren't very effective. [39:41] - Why did Tim feel the need to create a whole conference, Digital Growth Unleashed, when he already had a successful agency and a book? [44:22] - Tim responds to Stephan's question about which tool is the most important from a conversion standpoint. [50:03] - Tim's company has used SalesForce, but switched to Infusionsoft. [51:03] - What are some of Tim's favorite tips, tactics, and strategies for landing page optimization? [56:39] - Tim offers some ways to get in touch with him for listeners who want to hear or learn more, or potentially work with him. Links and Resources: Tim Ash Tim Ash on Facebook Tim Ash on LinkedIn SiteTuners Digital Growth Unleashed Roger Dooley on Marketing Speak TPNI Engage Leadpages Leaddigits Infusionsoft BJ Fogg's Behavior Model Dave Vanhoose Tony Robbins Unshakeable by Tony Robbins MONEY: Master The Game by Tony Robbins Jeff Walker Launch by Jeff Walker The Optimized Geek Visual Website Optimizer Optimizely Unbounce Hotjar Scott Brinker MarTech Conference SalesForce