Digital Psychology, Persuasion and NeuroMarketing Course

Increase sales with Digital Psychology, Persuasion and NeuroMarketing Course to convert more customers

• How do you better understand your customer’s mindset?
• How do you build habits, then trigger action with cues and prompts?
• How do you use psychological principles and neuromarketing to market better? 

Over 4 weekends (10 hrs total), you will learn to use psychology models and applied neuro marketing techniques into building high converting mobile apps, digital marketing campaigns and websites. It will be an interactive and experiential session where we will learn and share with each other. You'll learn over 30 behaviour science principles, psychological design patterns, and persuasion models. You will take real results from proven NeuroMarketing experiments and apply them in your projects.

Designed for the beginner as well as a seasoned professional. 

Whether you are a digital marketer who wants to enhance their skills, a UX professional who wants to apply consumer psychology in their designs and the entrepreneur who is trying to squeeze more sales in the Pandemic. 

This course will alter how you look at marketing. All conducted with practical nuggets and projects after each of the 8 classes, you can test it on your digital properties.

In the end, you will walk away with:

• Better understanding of behavioral psychology and how it influences decisions
• Using persuasiveness in copy and design
• Learn to control perception to elicit trust and persuade
• Improve conversions and buyer motivation by using emotions (and emotion design) such as fear and desire
• Build better user interfaces that integrate neuromarketing tactics
• Learn the cues and triggers to better direct attention and compel action
• Understand how brain signaling and neuro chemistry are used to build habits, increase loyalty and change behavior
• Influence purchase patterns and use behavior tactics for better customer experiences

Detailed Topics

1. Why are we here?

• The basics
• Digital consumer psychology
• Neuroscience in marketing
• Persuasion and influence models
• Behavior science
• Emotions and Logic
• Creative alchemy and data analytics

2. Fundamentals of the Brain

Understand how brains work and how customers may not be in control of their minds.

• How does the brain work?
• Culture, values and codes
• Tools of Neuromarketing
• Exercise: brain audit of your website / app.
• Exercise: website signals

3. The Power of Attention

A lot happens in the first milliseconds when the webpage hits the screen, we break down the two systems of the mind

• Relevancy and emotional resonance
• The 30 milliseconds and bounce rates
• 7 powerful principles of attention
• Influencing perception

Implementing attention on your digital properties like websites, mobile apps, landing pages, product pages, shopping carts, forms, etc

4. Digital Behavior Design and Emotion Strategies

People buy what makes them feel better and engages their emotions. How do you design the customer experience to convert more?

• Designing for social influence
• Designing for decisions
• Designing for trust
• Using pressure tactics
• Reinforcing user behaviour
• Design patterns for motivation
• Understanding and descriptions
• Barrier reduction
• Exercise: Emotion map and audit

5. The Elemental Design Toolkit

• Key building blocks that enable emotional design
• 5-stage applied psychology toolkit for digital experiences
• Page elements & design patterns
• Application: landing page, forms, pop ups, email, shopping cart, purchase experience

6. Psychological Backfiring

You may have done everything right to convert your customers, but there are always traps in your brand, product, pricing, promotion and digital engagement that make you lose the customer 

• Importance of context
• Avoiding moral, disgust and fear backfiring
• Pride and shame
• Fairness and injustice
• Gratitude and flattery
• Attachment anxiety
• Exercise: The 6 hats of evaluation

7. Processes and Workflows 

• The hierarchy, workflows and processes that you should work with
• Information hierarchy
• The structure: goal, offer, source, opening
• Exercise: brainstorm
• Exercise: wireframing
• Exercise: flash testing

8. Persuasion systems, processes and technology 

• The multiple models of persuasion and how you bring them to life
• BJ Fogg’s behavior model
• Mental models
• Handling cognitive biases
• Nudge and sludge
• Exercise: Designing a nudge or sludge
• Friction
• Dark patterns
• Listening to customers through software and hardware tools
• Experimentation, A/B Testing, Multi-variate Testing and AI based Conversion Optimization
• Exercise: Find an example

About Trainer - I am Neil Montes, I have worked over 15 years at the intersection of Data, Marketing and Technology. In those years, I have worked or consulted with some leading companies – SAS Institute, PayPal, Dell, Autodesk, Walmart, Citibank, eClerx services and a large group of high-growth startups among others.

I will be taking you through the process, the art and the science of implementing a strategy that is based on keeping buyer psychology at its core the same way these companies have done.