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Bart believes that the behavior of customers, which is controlled by their brains, is the key to business success. In presentation, based on his own online research and the latest insights from psychology, behavioral economics and neuro-sciences, B. Schutz will take the audience on a mind-blowing trip through our brain. He will also introduce eye-opening a/b test results that will radically change the way you think about customers and their behavior (and your own).
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@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
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Kingdom of The Netherlands
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Filmpje Maxima met lijst kenmerken
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
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
Psychologist Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist Psychologist
Psychologist
Psychologist
Psychologist
Psychologist @BartS
Consumer psychologist
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
www.Wheel-of-Persuasion.com
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
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
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
B r a i n k n o w l e d g e ?
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
C o n v e r s i o n e x p e r t s ?
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Variation A Variation B
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Variation A Variation B
Zweedse naam Sterre
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
B r a i n k n o w l e d g e ?
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
S c i e n c e
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14 @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
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Is your Wi l lem inattent ional ly bl ind?
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Is he seeing anything?
99% of what you see, "
is not what you see, but what
you decide to see
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Does his bl indness matter?
Blindsight"To see objects you’re
unaware of
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
• Conscious versus subconscious processing In fact: Do we need Wi l lem?
Subconscious
Conscious (possibly)
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
System 1: Bottom up • Stimulus salience "
(attracts attention due to their properties).
System 2: Top-down • Task or goals
What determines where they look?
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
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
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Von Restorff Effect
Von Restorff Effect:
“We automatically pay more
attention to things that are
significantly different”
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Attent ional Bias
Attentional Bias: “We pay attention to the
things that touch us”
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Facial distraction: “Being looked at: Offline = attention
Online = distraction”
Facia l Distract ion
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Gaze Cueing
Gaze cueing Direct the attention "
of that brain…
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Visual Cueing
Visual Cueing: “Our attention is very easily
influenced”
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Visual Cueing
Perception-Behavior Link “Mere perceptions often induce behavior”
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
D e c i s i o n M a k i n g
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
About System 2
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
About System 2
Ratio is about"post-decision ALIBI’S !
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
! Bart Schutz ! dr. Dirk Franssens
“Humans are not a rational animal,
but a rationalizing one”
Leon Festinger
About System 2
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
System 1 versus System 2
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
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 ?
System 1 versus System 2
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
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? "
System 1 versus System 2
33% or 50% ?
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
System 1 versus System 2
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
System 1 versus System 2
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
System 1 versus System 2
At the end of this test, I ask a question.
Don’t stop and think about it Answer is immediately!
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
System 1 versus System 2
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
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
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Focusing Effect We can only pay attention to
a few things…
Focusing Effect
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Hobson’s+1 Choice
One-Choice-Paradox Offer a minimum of 2 choices
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Hobson’s+1 Choice
Goal-directed behavior
Don’t distract goal directed
visitors with choices
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Post-decis ion rat ional izat ion
Post-decision rationality Stop focussing on USP’s"
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Subl iminal reassurance
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Self-generat ion effect
Self-Generation Effect We remember & like things more when we thought of it ourselves
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Social Proof
Social Proof Only when it helps to
enhance self-awareness!
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
1.80% 1.85% 1.80% 1.85%
Anchor ing & Adjustments
Clickable hero-shot?
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Anchor ing & Adjustments
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Anchor ing & Adjustments
Target page
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
1.80% 1.85% 1.80% 1.85%
Anchor ing & Adjustments
Anchoring Start high, then move down
X
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Autonomy
“Mandatory field” “Optional field”
Autonomy “Let your customer think he’s free in his choices”
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Foot in the Door
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Toe in the door: Let Maxima touch you!
Foot in the Door
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
THANK YOU !
@BartS bar@onlinedialogue.com nl.linkedin.com/in/bartschutz/
abtestguide.com online-dialogue.com
wheel-of-persuasion.com
Want to know more? http://persuasion.tips
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
O n e m o r e t h i n g …
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Yo u r b r a i n i s a l a z y l i a r
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
I t b e l i e v e s ‘ s t o r i e s ’
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
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 ’
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
S o …
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
N E V E R b e l i e v e y o u r b r a i n !
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
n o r ‘ s p e a k e r s ’
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
B u t d o b e l i e v e …
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
y o u r D ATA ! ! !
@BartS | Online Dialogue WheelofPersuasion.com #iLive14 @BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14 @BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Digital Data Persuasion Psychology
CRO?
Be aware: 70% of A/B-tests are wrong! http://Persuasion.tips
Analyze &
Experiment
CRO? => GROW your business!
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
[beep] BTW: Did you see me on slide 65?
THANK YOU AGAIN!
@BartS bar@onlinedialogue.com nl.linkedin.com/in/bartschutz/
abtestguide.com online-dialogue.com
wheel-of-persuasion.com
Want to know more? http://persuasion.tips
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