Keynote Chief Persuasion Officer Bart Schutz of Online Dialogue at Conversion Jam 4 #cjam4 in Stockholm - october 2014

@[email protected]/in/bartschutz/

abtestguide.comonline-dialogue.com

wheel-of-persuasion.com

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

@ B a r t S | O n l i n e D i a l o g u e W h e e l o f Pe r s u a s i o n . c om

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Before you start testing this stuffUse a good Test Calculator

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Konungariket Sverige Konungariket Nederländerna


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Willem Alexander Slow & lazy Rational Reason & logic Rules Requires

attention Effortful Controls

Maxima


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Filmpje Maxima met lijst kenmerken

Maxima Fast & never sleeps Emotional Intuitive &

associative Naughty Multi-tasking Effortless No control


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

Psychologist

Psychologist

PsychologistPsychologi

st

Psychologist

Psychologist

Psychologist

Psychologist

Psychologist

Psychologist

Psychologist

Psychologist

PsychologistPsychologi

st

Psychologist

Psychologist

Psychologist

Psychologist

@BartS

Consumer psychologist


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www.Wheel-of-Persuasion.com


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

Identify Separate

B o o s t i n g

h a p p i n e s s


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


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


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Variation A Variation B


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Variation A Variation B


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Wilma Julia


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


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B e h a v i o r a le c o n o m i c s

E c o n o m i cp s y c h o l o g y

C o n s u m e rp s y c h o l o g y

N e u r op s y c h o l o g y

N e u r o m a r ke t i n gs c i e n c e

C o m m u n i c a t i o ns t u d i e s

S c i e n c e


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System 2 Slow & lazy Rational & logic Conscious Reasons &

Rules Requires

attention Effortful Control

System 1 Fast & always on Emotional Subconscious Intuitive &

associative Large capacity Effortless Automatic


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


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


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Is your Willem inattentionally blind?


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Is he seeing anything?

99% of what you see,

is not what you see,

but what you decide to

see


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Does his blindness matter?

Blindsight

To see objects you’re

unaware of


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• Conscious versus subconscious processing

In fact: Do we need Willem?

Subconscious

Conscious(possibly)


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System 1: Bottom up• Stimulus salience

(attracts attention due to their properties).

System 2: Top-down• Task or goals

What determines where they look?


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


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Von Restorff Eff ect

Winner

Von Restorff Effect:

“We automatically pay

more attention to things

that are significantly

different”


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Attentional Bias

Winner

Attentional Bias:“We pay attention to the

things that touch us”


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Facial distraction:“Being looked at:

Offline = attentionOnline = distraction”

Facial Distraction

Winner(sales)


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Gaze Cueing

winnerGaze cueing

Direct the attention of that brain…


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Visual Cueing

winner

Visual Cueing:“Our attention is very

easily influenced”


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Visual Cueing

winnerPerception-Behavior Link“Mere perceptions often induce behavior”


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


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About System 2


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About System 2

Ratio is aboutpost-decision ALIBI’S !


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Bart Schutzdr. Dirk Franssens

“Humans are not a rational animal,

but a rationalizing one”

Leon Festinger

About System 2


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System 1 versus System 2


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G re a t p r i c e i d e a , o r j u s t a j o ke ?



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1. Imagine, you meet me for the first time2. 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%?


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

Don’t stop and think about itAnswer is immediately!


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Bart Schutzdr. Dirk Franssens

Join the Online Dialoguemaster of online persuasion

8 day training program!

By Bart Schutz

Want to learn more about persuasion?


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


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Focusing EffectWe can only pay

attention to a few things…

winner

Focusing Eff ect


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Hobson’s+1 Choice

One-Choice-ParadoxOffer a minimum of 2 choices

winner


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Hobson’s+1 Choice

New visitorwinner

Returning visitorwinner

Goal-directed

behavior

Don’t distract goal

directed visitors with

choices


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Post-decision rationalization

Post-decision rationality

Stop focussing on USP’s

Equal


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winners

Subliminal reassurance


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Self-generation eff ect

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


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winner


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Social Proof

Social ProofOnly when it helps to

enhance self-awareness!

Winner(sales)


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Anchoring & Adjustments

Clickable hero-shot?


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Organictraffic

Paidtraffic


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Target page


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AnchoringStart high, then move

down

XWinner Organic

Winner Paid


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winner

Autonomy

“Mandatory field”

“Optional field”

Autonomy“Let your customer

think he’s free in his choices”


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Foot in the Door


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Toe in the door:Let Maxima touch you!

winner

Foot in the Door


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Convert Maxima and Willem




Hire Our Agency:online-

dialogue.com


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O n e m o r e t h i n g …


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


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I t b e l i e v e s ‘ s t o r i e s ’


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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 ’


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S o …


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


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n o r ‘ s p e a ke r s ’


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B u t d o b e l i e v e …


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y o u r D ATA ! ! !


# C J A M 4@ B a r t S | O n l i n e D i a l o g u e W h e e l o f Pe r s u a s i o n . c om

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# C J A M 4@ B a r t S | O n l i n e D i a l o g u e W h e e l o f Pe r s u a s i o n . c om

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Digital Data Persuasion Psychology

CRO?

Be aware: 70% of A/B-tests are wrong!

http://Persuasion.tips

Analyze &

Experiment

CRO? => GROW your business!

http://Persuaion.tips/


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[beep] BTW: Did you see me

on slide 69?

Wheel-of-Persuasion.com




Want to know more?http://

persuasion.tips

Marketing

Keynote Chief Persuasion Officer Bart Schutz of Online Dialogue at Conversion Jam 4 #cjam4 in Stockholm - october 2014