The wheel of persuasion - Bart Schutz - Online Dialogue #convcon Boston 2013 keynote
Conversion and the art of data driven persuasive psychology - Online Dialogue - Bart Schutz - #wuc15...
-
Upload
online-dialogue -
Category
Data & Analytics
-
view
208 -
download
0
Transcript of Conversion and the art of data driven persuasive psychology - Online Dialogue - Bart Schutz - #wuc15...
OnlineDialogue.com | Bart Schutz #WUC
C o n v e r s i o n & t h e a r t o f D a t a - D r i v e n P e r s u a s i v e P s y c h o l o g y
OnlineDialogue.com | Bart Schutz #WUC
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? "
Just to wake you up…
It’s 33%... Although we are convinced that we are rational beings;
We are not…
OnlineDialogue.com | Bart Schutz #WUC
We have a dua l process ing bra in
OnlineDialogue.com | Bart Schutz #WUC
OnlineDialogue.com | Bart Schutz #WUC
Ratio"requires full attention and can’t deal with distraction
How power fu l is system 2?
OnlineDialogue.com | Bart Schutz #WUC
How power fu l is system 2?
At the end of this test, I ask a question.
Don’t stop and think about it Answer is immediately!
OnlineDialogue.com | Bart Schutz #WUC
How power fu l is system 2?
Ego-depletion"Our mental energy for self-control is quickly used up
OnlineDialogue.com | Bart Schutz #WUC
How power fu l is system 2?
Web is costing Ratio"lots of effort…
OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #HostelWorld
OnlineDialogue.com | Bart Schutz #WUC
C o n v e r s i o n & t h e a r t o f D a t a - D r i v e n P e r s u a s i v e P s y c h o l o g y
OnlineDialogue.com | Bart Schutz #WUC
C o n v e r s i o n & t h e a r t o f D a t a - D r i v e n P e r s u a s i v e P s y c h o l o g y
OnlineDialogue.com | Bart Schutz #WUC
The Squa re o f Pe rsuas ion Desire = Ratio Desire = Emotions
Pres
ent =
Em
otio
ns
Pres
ent =
Rat
io
1
2
4
3
OnlineDialogue.com | Bart Schutz #WUC
T h e N a k e d C o n s u m e r P a r t 1 : W h e n y o u n e e d r a t i o , b u t r a t i o i s a s l e e p …
OnlineDialogue.com | Bart Schutz #WUC
Do someth ing that system 1 doesn’t get
Go against habits Make sure system 1 can’t deal with it automatically
OnlineDialogue.com | Bart Schutz #WUC
Or use a ler t ing t r iggers
Self-Generation Effect We remember & like things more when we thought of it ourselves
Test done by TrafficBuilders during OnlineDialogue’s Master of Online Persuasion Course
OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #HostelWorld
OnlineDialogue.com | Bart Schutz #WUC
T h e N a k e d C o n s u m e r P a r t 2 : W h e n y o u n e e d r a t i o , a n d r a t i o i s a w a k e
OnlineDialogue.com | Bart Schutz #WUC
And d i rect the i r focus
Visual Cueing: “Our attention is very easily
influenced”
OnlineDialogue.com | Bart Schutz #WUC
Do not deplete the i r Rat io !
Flow = Step 3: /konfiguracja-‐zamowienia Step 4: /koszyk
OnlineDialogue.com | Bart Schutz #WUC
P a r t 3 : W h e n y o u n e e d e m o t i o n s , g e t r i d o f r a t i o n a l i t y
OnlineDialogue.com | Bart Schutz #WUC
Do deplete Rat io when i t ’s aga inst you
One-Choice-Paradox Offer a minimum of 2
choices Test done by Conrad during OnlineDialogue’s Master of Online Persuasion Course
OnlineDialogue.com | Bart Schutz #WUC
By adding energy dra iners
Test done by Conrad during OnlineDialogue’s Master of Online Persuasion Course
OnlineDialogue.com | Bart Schutz #WUC
T h e N a k e d C o n s u m e r P a r t 4 : W h e n y o u n e e d e m o t i o n s , m a k e s u r e r a t i o n a l i t y d o e s n o t w a k e u p
OnlineDialogue.com | Bart Schutz #WUC
Often i t ’s best to have Rat io in a coma
Decrease Usability When you have to "
get rid of Ratio
OnlineDialogue.com | Bart Schutz #WUC
They might when ‘emot iona l ly charged’
Attention Bias: “We pay attention to the things
that touch us”
OnlineDialogue.com | Bart Schutz #WUC
W e ’ l l t e l l o u r s e l v e s c o m f o r t i n g l i e s
OnlineDialogue.com | Bart Schutz #WUC
When Rat io wakes up, i t s tar ts ly ing
Our consciousness is about"post-decision rationalization "
(ALIBI’S)! Our consciousness = "
Our comfortness
OnlineDialogue.com | Bart Schutz #WUC
O u r b r a i n i s n o t r a t i o n a l
1. Usually asleep 2. Quickly distracted 3. Or depleted
OnlineDialogue.com | Bart Schutz #WUC
O u r b r a i n i s r a t i o n a l i z i n g
While our subconscious and automated system 1
takes most decisions.
OnlineDialogue.com | Bart Schutz #WUC
That ’s why we love phys ica l touch
Variation A Variation B
Foot in the door"That 1st small commitment
is half the battle
OnlineDialogue.com | Bart Schutz #WUC
Bart Schutz - @BartS [email protected] nl.linkedin.com/in/bartschutz/
testing.agency online-dialogue.com
wheel-of-persuasion.com
C o n v e r s i o n & t h e a r t o f D a t a - D r i v e n P e r s u a s i v e P s y c h o l o g y
Thank you!
! Read more: Wheel-of-Persuasion.com
! Hire us: OnlineDialogue.com