Brain Driven Brands: Episode Summary

Title: Magically Increase Conversions With This Simple Psych Tactic
Host: Sarah Levinger
Guest: Nate Legos
Release Date: February 13, 2025

1. Introduction to the Episode

In this episode of Brain Driven Brands, host Sarah Levinger is joined by Nate Legos to discuss powerful neuromarketing strategies that can significantly enhance e-commerce conversions. The episode focuses on a specific psychology-based marketing tactic that helps streamline the customer journey, making it easier for consumers to complete desired actions, such as adding items to their cart or finalizing a purchase.

2. The Quiz: Identifying the Psychology Tactic

The episode kicks off with an engaging quiz segment where Nate challenges Sarah to identify a key psychology-based marketing tactic widely used in Conversion Rate Optimization (CRO).

Nate (00:45):
"According to science, there is one thing you can do that will help people complete an action in a much quicker process."

Sarah attempts to guess various tactics, including the use of italics and directional arrows, but Nate steers her towards a broader concept related to guiding customers through a process.

3. Deep Dive: Pseudo Sets Explained

Nate reveals the tactic: Pseudo Sets. This strategy involves grouping tasks or items into predefined sets, providing customers with a clear frame of reference that encourages them to complete a specific number of actions, such as purchasing multiple items.

Nate (04:46):
"People are more likely to reach the end of something or reach the exact number that you want them to reach if you group tasks or items into a set."

This method leverages the brain's need for references, subtly guiding consumers towards desired behaviors without overt pressure.

4. Real-World Applications and Examples

Sarah and Nate explore various applications of pseudo sets in e-commerce:

• Checkout Process: Displaying a progress bar indicating "Step 1 of 4" can help customers stay committed to completing their purchase.

  Nate (05:08):
  "They'll show you a bar at the top that basically shows you where you are in the process."

• Product Bundling: Offering product bundles, such as a "Jack Daniels Master Distiller bundle," provides a set framework that can increase the average order value.

  Nate (06:14):
  "Putting things in groups basically tells people how many they should expect to buy."

• Dynamic Recommendations: Suggesting additional related products based on what a customer has already added to their cart can nudge them towards completing a set.

  Sarah (10:38):
  "If someone bought a $200 watch, I'm not going to get them to add a $400 watch to cart, but I might suggest a $70 bracelet."

5. Strategies for Implementation

The discussion delves into practical strategies for implementing pseudo sets effectively:

• Aligning Language: Changing terminology from "bundle" to "collection" can create an exclusive feel that enhances conversions.

  Nate (07:20):
  "Change it to collection and see how that increases conversions, because collection is indicative of something exclusive."

• Email Marketing: Structuring email campaigns in a series, indicating the steps or stages, can help reduce cognitive fatigue and keep customers engaged.

  Nate (18:34):
  "Let them know where they are in the process... step two is go check out these products."

• Personalization: Tailoring suggestions based on individual customer behavior ensures that the pseudo sets remain relevant and achievable.

  Sarah (12:06):
  "If someone bought a $200 watch, I'm not going to get them to add a $400 watch to cart."

Key Takeaway: Pseudo sets must make sense to the customer and be implemented in a way that feels natural and attainable. Overly aggressive tactics, such as pushing customers too far beyond their initial intent, can backfire.

6. Conclusions and Takeaways

Sarah and Nate conclude the episode by emphasizing the importance of integrating pseudo sets across various facets of marketing to enhance the customer experience and drive conversions.

Nate (21:05):
"Make it as if you have one watch in your cart. You're, you know, like, put two in there and now you have a collection."

They encourage listeners to experiment with pseudo sets in different areas, such as product pages, email flows, and checkout processes, to observe measurable improvements in conversion rates.

Final Quote – Nate (22:15):
"Marketers, somebody go test this. Check every entity of your business and see if you can lead people down the process a little quicker or help them get to the end goal just by referencing where they are in the steps you're on."

Notable Quotes

• Nate (05:08):
  "They'll show you a bar at the top that basically shows you where you are in the process."

• Sarah (12:06):
  "If someone bought a $200 watch, I'm not going to get them to add a $400 watch to cart."

• Nate (21:05):
  "Make it as if you have one watch in your cart. You're, you know, like, put two in there and now you have a collection."

Key Insights

• Pseudo Sets Encourage Completion: By grouping actions or products into sets, customers receive subtle cues that guide them toward completing desired behaviors.

• Customization is Crucial: Tailoring pseudo sets based on customer behavior ensures relevance and increases the likelihood of conversion.

• Holistic Implementation: Applying pseudo sets across various marketing channels can create a cohesive and compelling customer journey.

• Testing and Optimization: Continuous experimentation with different pseudo set configurations can help identify the most effective strategies for specific audiences.

Conclusion

This episode of Brain Driven Brands offers valuable insights into the application of pseudo sets in e-commerce, showcasing how a simple psychological tactic can lead to significant improvements in conversion rates. By understanding and leveraging these neuromarketing principles, brands can create more engaging and effective marketing strategies that resonate with consumers on a deeper level.

Follow Sarah and Nate:

• Sarah Levinger: Twitter, LinkedIn
• Tether Insights: tetherinsights.io