iLIve2014 Presentation | Bart Schutz - The wheel of persuasion.

@BartS bar@onlinedialogue.com nl.linkedin.com/in/bartschutz/

abtestguide.com online-dialogue.com

wheel-of-persuasion.com

T h e W h e e l o f P e r s u a s i o n

@BartS | Online Dialogue WheelofPersuasion.com #iLive14

Kingdom of The Netherlands

Filmpje Maxima met lijst kenmerken

T h e W h e e l o f P e r s u a s i o n

Psychologist

Psychologist Psychologist

Psychologist

Psychologist @BartS

Consumer psychologist

www.Wheel-of-Persuasion.com

S e p a r a t i n g c o n s u m e r s & m o n e y

Iden3fy Separate

B o o s t i n g

h a p p i n e s s

B r a i n k n o w l e d g e ?

C o n v e r s i o n e x p e r t s ?

Variation A Variation B

Zweedse naam Sterre

B r a i n k n o w l e d g e ?

S c i e n c e

@BartS | Online Dialogue WheelofPersuasion.com #iLive14 @BartS | Online Dialogue WheelofPersuasion.com #iLive14

P s y c h o l o g y i n P r a c t i c e

A t t e n t i o n & P e r c e p t i o n

Is your Wi l lem inattent ional ly bl ind?

Is he seeing anything?

99% of what you see, "

is not what you see, but what

you decide to see

Does his bl indness matter?

Blindsight"To see objects you’re

unaware of

•  Conscious versus subconscious processing In fact: Do we need Wi l lem?

Subconscious

Conscious (possibly)

System 1: Bottom up •  Stimulus salience "

(attracts attention due to their properties).

System 2: Top-down •  Task or goals

What determines where they look?

A n o n y m o u s B r a i n - t e s t i n g e x a m p l e s

Von Restorff Effect

Von Restorff Effect:

“We automatically pay more

attention to things that are

significantly different”

Attent ional Bias

Attentional Bias: “We pay attention to the

things that touch us”

Facial distraction: “Being looked at: Offline = attention

Online = distraction”

Facia l Distract ion

Gaze Cueing

Gaze cueing Direct the attention "

of that brain…

Visual Cueing

Visual Cueing: “Our attention is very easily

influenced”

Visual Cueing

Perception-Behavior Link “Mere perceptions often induce behavior”

D e c i s i o n M a k i n g

About System 2

Ratio is about"post-decision ALIBI’S !

! Bart Schutz ! dr. Dirk Franssens

“Humans are not a rational animal,

but a rationalizing one”

Leon Festinger

About System 2

System 1 versus System 2

G r e a t p r i c e i d e a , "o r j u s t a j o k e ?

1.  Imagine, you meet me for the first time 2.  I tell you I have 2 kids. 3.  Based on stories you’re sure one of them is a boy.

=> How big is the chance that the other is a boy too? "

33% or 50% ?

At the end of this test, I ask a question.

Don’t stop and think about it Answer is immediately!

A n o n y m o u s B r a i n - t e s t i n g e x a m p l e s

Focusing Effect We can only pay attention to

a few things…

Focusing Effect

Hobson’s+1 Choice

One-Choice-Paradox Offer a minimum of 2 choices

Hobson’s+1 Choice

Goal-directed behavior

Don’t distract goal directed

visitors with choices

Post-decis ion rat ional izat ion

Post-decision rationality Stop focussing on USP’s"

Subl iminal reassurance

Self-generat ion effect

Self-Generation Effect We remember & like things more when we thought of it ourselves

Social Proof

Social Proof Only when it helps to

enhance self-awareness!

1.80% 1.85% 1.80% 1.85%

Anchor ing & Adjustments

Clickable hero-shot?

Target page

1.80% 1.85% 1.80% 1.85%

Anchoring Start high, then move down

Autonomy

“Mandatory field” “Optional field”

Autonomy “Let your customer think he’s free in his choices”

Foot in the Door

Toe in the door: Let Maxima touch you!

Foot in the Door

THANK YOU !

Want to know more? http://persuasion.tips

O n e m o r e t h i n g …

Yo u r b r a i n i s a l a z y l i a r

I t b e l i e v e s ‘ s t o r i e s ’

M o r e t h a n i t b e l i e v e s ‘ t h e t r u t h ’

S o …

N E V E R b e l i e v e y o u r b r a i n !

n o r ‘ s p e a k e r s ’

B u t d o b e l i e v e …

y o u r D ATA ! ! !

@BartS | Online Dialogue WheelofPersuasion.com #iLive14 @BartS | Online Dialogue WheelofPersuasion.com #iLive14

Digital Data Persuasion Psychology

Be aware: 70% of A/B-tests are wrong! http://Persuasion.tips

Analyze &

Experiment

CRO? => GROW your business!

[beep] BTW: Did you see me on slide 65?

THANK YOU AGAIN!

Want to know more? http://persuasion.tips

iLIve2014 Presentation | Bart Schutz - The wheel of persuasion.

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