Simple Neuromarketing Hacks That Increased Revenue by 65% In The First Round

Apr 04, 2014

Increase revenueWe’ve just finished our first round of tests with one of our new partners & have interesting results that can help in your next optimization test.

The product enables customers to design & personalize their own invitations, greeting cards, slideshows and more. As a photo service, they allow  to quickly turn life’s moments into magical digital creations to share with others.

The Goal

The test goal was simple: increase the amount of sales. The status was that users would download the app and pay for the service, our mission was to get more people paying.

At my latest event I spoke about the reason people buy products or services.

To put in a nutshell: We buy products because of what they make us feel about others and ourselves. This is the basic psychological status of our purchasing habits. This is where Neuromarketing hacks step in.

  • For example, people who buy Apple products buy them to feel sophisticated, unique, different & smart. Yes the product is great too, but it comes with a dream and a sense of achievement. Price is not a factor (mostly).

There are many companies  selling the same product or service as you are, and it is up to you to give your potential clients a promise, to sell the dream that comes with your product and not its features. This is what we set out to do in our test using different Neuromarketing tactics.

The original landing page

Original Landing Page


Once we reviewed our client’s landing pages and completed our research we set off to design a new funnel.

Our research showed that we should focus on the ‘promise’.  We won’t be selling invitations or birthday cards, we’ll be selling an unforgettable event, the dream of a perfect event and the perfect wedding/birthday that everyone will remember.


The Test

Variation 1

Landing page variation 2

Variation 2

landing page variation 1

The first step in the funnel was creating the landing pages. Each landing page was designed by text and image to create an experience that enhances fun, love and cherished moments that will come.

The pink colors were chosen to increase femininity and romance while the green color was chosen to establish wealth, relaxation, cool. Green is also known as the easiest color for the eyes to process that making it easier for people to focus on the action (more about the emotional power of color and its effect on conversion optimization).

Other Neuromarketing hacks were introduced via messaging and text and in addition each landing page contained a fair amount of data below the fold helping users and navigating them through each step of the way.


The Results:

Ok be honest, without looking at the results below: which landing page do you think won? (Comment below, we’d love to know)

So, the most interesting thing we established and always tell our clients is that every part of the funnel matters, from banner to checkout. Usually when companies want to improve their online sales, the first place they want to optimize is the checkout but that’s not always the right way to go. What matters is the process, and doing things in a methodological way that can educate us and help us establish a conversion optimization strategy.

And here’s how we prove it; the landing pages didn’t have a huge increase in downloads. Even though at first glance the page is about downloading the app, we didn’t see a large increase in downloads, what we did see is an 65% increase in revenue in the first round of testing! The similar amount of people were downloading the platform but 65% more were purchasing the product. This is to do with the messaging and emotional triggers used on the landing page and why it is important to know where to start optimizing. The entire funnel is important, emotional conversion optimization is about making the small changes along the funnel that trigger something in the user that won’t necessarily increase that particular part of the funnel but will have a huge impact on the funnel as a whole.


We’re already working on the next steps in the funnel and the landing page optimization process, we’ll keep you posted as we go.  By the way, the winner is variation 1 :)

Looking forward to your comments!




Simple Neuromarketing Hacks That Increased Revenue by 65% In The First Round 5.00/5 (100.00%) 5 votes
As Founder and CEO of Conversioner, Talia helps businesses build and execute their conversion optimization strategies, using emotional targeting, consumer psychology and behavioral data to generate more revenues, leads, engagement and sales . Tweet to her at @taliagw
  • Evan Varsamis

    really loved the second one :)

    • TaliaGw

      Thanks Evan!

  • Ben

    The real question is how did you come up with the dog idea?

    • TaliaGw

      Hi Ben!
      During our research we map out the emotional triggers that motivate each persona and audience, doing so allows us to choose the right images and messaging that will increase conversion. Like the dog in this case :) A fun, easy, cute and simple creature.

      • Ben

        this is quite a change from the main-stream way of doing things – usually online advertiser think that the more specific the message the better conversion you get while in offline it is the complete opposite! you are trying to connect those 2 ends and it’s really exciting :-)

  • Jennifer Sheffer

    Loved the pages! Probably doesn’t really matter as it’s a personal thing but I really liked the dog page :)

    • TaliaGw

      What I love is that you get that it’s a personal thing, which is exactly what we’re aiming for. Thanks Jennifer!

  • Tia K

    Hi Talia! Thanks for sharing this case study. I actually would have thought variation 2 would win—but maybe because I love pink ;)

    I would love to know what your research process was that guided the change decisions before you made them.

    • TaliaGw

      Hey Tia!
      When we start out on new test we run an in-depth emotional research which is to determine what are the emotional triggers that we want to use to motivate people. We have a large team of psychologists and analysts which gathers the data and once we’ve understood what are the emotional values users want from the product we use different colors, messaging, images and more to trigger them.

      • Tia K

        Great—thanks for letting me know!

  • Anand

    I instantly felt the first version would win – It felt more ‘premium’ and the second one in comparison looked ‘cheap’. So I guess the same price point would have been seen as reasonable in the first case and may be on-par or expensive in the case of second.

    • TaliaGw

      Thanks for commenting Anan. In general it’s interesting to see how different people perceive different designs. We’ll be sharing our next results to this test and I’m looking forward to seeing your comments then :)

  • Oz Har Adir

    From experience in PPC we know this symptom rather well -> some messages would bring visitors who are more purchase oriented, and while they’re hard to distinguish in the search behavior stages, they may convert significantly better.