Power of Ownership | Conversion Rate Optimization Minute | Episode 116

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Whether you're interested in Conversion Rate Optimization best practices or the Conversion Conference 2017 in Las Vegas https://goo.gl/5cgz5e , this is the 16th in a series of videos for you. Tim Ash, author of the Amazon bestseller "Landing Page Optimization: The Definitive Guide to Testing & Tuning for Conversions" and CEO of SiteTuners, a website conversion optimization consultancy, created this series for members of the Conversion Community. Every Friday afternoon, we'll upload another a minute-long video providing the latest techniques and strategies around conversion testing and optimization. If you subscribe to this channel, any videos that we publish will show up in your Subscriptions feed. This makes it simple to keep up with the content you care about. Here's the transcript of "Power of Ownership," Episode 116 of the Conversion Rate Optimization Minute: Hi, Tim Ash here, and today I want to talk to you about the power of ownership. We evolved on the Savannah, with very scarce resources, only stuff we could carry. Tools, food, water, maybe our baby on our back, it wasn't a very portable lifestyle. So, anything we carry or own we feel a very, very deep attachment to which makes us overvalue things that we own or experience. So, as marketers we can take advantage of that by doing anything that increases a sense of ownership. Typically, you see this done when you go to an auto dealership they say, "Take a test drive," effectively try it on for size. We can do the same thing with software by having free trial offers. So, basically anything that increases my sense of ownership or experience or interaction with your product or service is going to make me value it more. Behavioral economists call this the endowment effect. And you can call it making more money the easy way. And whether you're a web designer, an optimization or analytics pro, a marketer or a business owner, you can learn, grow and profit from the secrets of the highest converting websites in the world by attending Conversion Conference. Learn from the world's top CRO experts at this intensive 2-day event! With over two dozen shows in the US and Europe since 2010, Conversion Conference is the original and only full-industry event for conversion rate optimization. Fantastic content – We work very hard to program the best event possible, and last year got our highest speaker scores ever. This year we are bringing back only our top-rated speakers plus talented experts from a wide variety of fields. Choose from four parallel tracks of actionable content to customize the exact program that you need (and bring the team for maximum learning). Most session have a single speaker who will provide in-depth and practical insights. Stay an extra day to attend your choice of three optional hands-on workshops. This show will pay for itself many times over – if you are not satisfied with your learning experience, conference chair Tim Ash will personally refund your attendance fee. See the agenda at https://goo.gl/MM73Of Access to the speakers – Our speakers love to share! In addition to sessions and informal networking opportunities during the breaks, we carefully plan birds-of-a-feather lunch table topics so you can talk in-depth with the speakers of your choice. Meet the speakers at https://goo.gl/sxMkGl Quality networking and lasting memories – Our welcome and networking receptions allow you to meet and enjoy your peers from over two dozen countries. Long breaks each morning and afternoon create fantastic opportunities for meeting great people. Check out the Chairperson Tim Ash's Facebook photos from 2016 at https://goo.gl/mvzB40 Meet Cutting Edge Companies – Dozens of leading CRO-related companies will be in the expo hall. Get your questions answered or test-drive the latest technologies and services – all in one place! Meet the sponsors at https://goo.gl/zsXF9I Fun events – Our special surprise event on the first night will give you a unique Vegas experience. And don't forget Tim Ash's famous after-party in the Presidential Suite with the private rooftop pool and piano high above the Vegas Strip. Vegas Baby! – All of the delights of this world-class destination city are at your disposal! Take advantage of top-rated restaurants, amazing shows, the best in shopping, or try your luck at the gaming tables. Find your own fun just minutes away.