Wheel of Persuasion door Bart Schutz - Marviq -20121114
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Presentatie van het Wheel of Persuasion door Bart Schutz voor Marviq op 14 november 2012.
Transcript of Wheel of Persuasion door Bart Schutz - Marviq -20121114
O n l i n e P e r s u a s i o n
O n l i n e - P e r s u a s i o n . c o m
ENVIRONMENT!
YOU!CUSTOMER!
OFFER!
DIALOGUE!
Your toolkit is fully equiped!
Your toolkit is fully equiped!
RTD & Learning!
Your toolkit is fully equiped!
Yo u r p r o s p e c t i s a b r a i n …
H o w t o p e r s u a d e a b r a i n …
Yo u r p r o s p e c t i s a b r a i n …
Psychologists?!
About me!
Consumer Psychologist!
Psychologist!
Psychologist!
Psychologist!
Psychologist!
Psychologist!
Psychologist!Psychologist!
Psychologist!
Psychologist!
Psychologist!
Psychologist!
Psychologist!Psychologist!
Psychologist!
Psychologist!
Psychologist!
Psychologist!
Psychologist!About me!
@BartS
Autonomy!
McCullagh, 2005
@BartS
Autonomy!
Autonomy: “Let your customer think he’s free in his choices”
@BartS
Self-efficacy!
@BartS
Page with “My Booking”!
Self-efficacy!
Self-‐efficacy: “Enhance your customers feeling of competence, even with complex services”
@BartS
Need to belong!
@BartS
X
Need to belong!
Decreased conversion on this product!!
Social proof:
Only when it helps to
enhance self-‐awareness
!
Perception 1. Highly interpre<ve
@BartS
Perception!
2. Hyper efficiënt informa<on processing: • 11.000.000 pieces of informa<e / second • 40 reach your clients consciousness
@BartS
Persuasion tech: Incongruency
Incongruency:
Do something
unexpectedly different…
@BartS
Visual Cueing!
@BartS
Gaze Cueing!
@BartS
Facial aAracBon:
Offline = aNen<on
Online = distrac<on
Gaze Distraction!
@BartS
Gaze Cueing!
Gaze cueing:
Direct the aNen<on
of that brain…
@BartS
Gaze Cueing!
Visual Design? “The most effec?ve persuasive designers make minor changes”
Rationality!
@BartS
How wonderful is our ratio… really?!
• Low capacity: Maximum of 3 -‐ 5 pieces of informa<on
RaBo:
Get’s beaten by a
1€ calculator
@BartS
How wonderful is our ratio… really?!
• Low capacity: Maximum of 3 -‐ 5 pieces of informa<on
RaBo:
Is about ALIBI’S
(post decision)
RaBo:
Get’s beaten by a
1€ calculator • Unreliable: (lying brain)
@BartS
Evolution of ratio!
The first brain structure • +/-‐ 500 million years ago
@BartS
200.000 years ago
@BartS
15 sec
@BartS
Our consciousness can’t handle more than 5 choices.
1 choice: “do I choose, … or not?” 2-‐5 choices: “do I choose A, or, or …? > 5 keuzes: “OMG…”
Choice paradox!
@BartS
Choice paradox!
The paradox of Choice: Offer a minimum of 2 and a maximum of 5 choices
@BartS
How important are emoBons?
Decisions consist for 95% out of
subconscious, emo<onal brain processes
@BartS
… and how wonderful
ü EssenBal ü First ü Unrestricted
The ruling uncons
ciousness
Persuade their ins
<ncts and
provide ra<o wit
h an alibi.
@BartS
Emotion affect heuristic!
@BartS
Affect heurisBc:
Make your prospec
t / DMU
happy if you sell
them
something new. But
scare a bit
them if you need a con
serva<ve
choice
Emotion affect heuristic!
@BartS
• Do I speak to mr. Schutz? • Are you an entrepreneur? • Are you aware that – since
January – you can save on your private energy costs by switching to a business contract?
• Essent…
ü Dear mr. Schutz, This is Anita from Nuon.
ü Is this a convenient moment for you?
X
Foot-‐between-‐the-‐lips: Get a first interac<on! Yes-‐flow:
Ac<vate po
si<vity!
Foot-between-the-lips!
@BartS
Foot-between-the-lips!
@BartS
Anchoring & adjustments!
@BartS
Anchoring & adjustments!
Anchoring: Start high, than move down
@BartS
Nudging!
@BartS
Saturday!
Nudging!
@BartS
Monday!
Nudging!
Put the customer brain journey central:
Find out when you can nudge
which customers to where
@BartS
Effortless-Quality effect!
@BartS
Effortless-Quality effect!
From search results to:!
@BartS
From search results to price! From search results to product!
Effortless-Quality effect!Customer Effort Score:
Demanding brain capacity is expensive!
@BartS
The Wheel of Persuasion!
@BartS
The Wheel of Persuasion!
W o r l d W i d e W a l h a l l a
f o r s c i e n t i s t s & b u s i n e s s e s
Consumer Brain insights!
Tune!
Test your dialogue!
Analyze!the influencers!
@BartS
@BartS
P e r s u a d i n g c u s t o m e r s ?
P e r s u a d i n g b r a i n s …
A n d y o u …
… w i l l b e a p s y c h o l o g i s t
A n d y o u …
… w i l l b e a p s y c h o l o g i s t
"
“Thank you”"
@BartS [email protected] http://online-persuasion.com http://wheel-of-persuasion.com
