Presentatie voor Dialogue Donderdag #11 op 1 november 2012 door Bart Schutz (Online Dialogue)

1. COOKIES
Bart Schutz
Chief Persuasion Officer
Online Dialogue

2. COOKIES
@onlinedialogue
@BartS
@barts

3. COOKIES
@onlinedialogue
@BartS
@barts

4. COOKIES
@onlinedialogue
@BartS
@barts

5. COOKIES
@onlinedialogue
@BartS
@barts

6. Inform

7. Permission

8. COOKIES
@onlinedialogue
@barts

9. COOKIES
@onlinedialogue
@BartS
@barts

10. COOKIES
@BartS

11. Conversion?
@BartS

12. Sept
Oct
Nov
Dec
Jan
Feb
Mrt
April
May
June
July
Aug
Sept
Oct
Nov
Dec
@onlinedialogue
@BartS
@barts

13. COOKIES
@onlinedialogue
@BartS
@barts

14. @BartS
✗

15. Best Practices?
@onlinedialogue
@BartS
✗
@barts

16. IT?
@BartS

17. @onlinedialogue
@BartS
✗
@barts

18. @onlinedialogue
@BartS
@barts

19. Earn
cookies
@BartS

20. @BartS

23. Dialogue
@BartS

24. Persuasion?
Buy
cookie
s?
@BartS

25. Kennis
 Het
woord
is
bekend
 De
werking
niet
se
Increa ?
dge
knowle
@BartS

26. Houding
 Angst
• Wat
gebeurt
er
met
mijn
gegevens?
• Worden
ze
verspreid
aan
derden
of
niet?
• Permanent
of
Djdelijk?
• Commerciële
addertjes?
 IrritaDe
• Geen
behoeJe
zich
te
verdiepen
• Gevoel
nut
en
noodzaak
afwezig
• Waarom
nu
plots
wel?
Keep
Annoy
ing?
@BartS

27. Persuasion?
@BartS

28. Doctors
A
Doctors
B
@BartS
Image:
hLp://blueridgewomenscenter.com/Online_Medical_Form_Download_Area.php

29. Reciprocity
People tend to return a favor…
• Overrules all other persuasion techniques (IRL!)"
• Society is build on reciprocity"
@BartS

30. Reciprocity
 First
give…
@BartS
30
Image:
hLp://www.wineeniphone.net/iphone-­‐4-­‐apps/

31. Door-­‐in-­‐the-­‐Face
 First
ask
too
much!
@BartS

32. Foot-­‐between-­‐the-­‐lips
 Geachte
heer
Schutz,
U
spreekt
 Spreek
ik
met
dhr.
Schutz?
met
Anita
XX
van
Nuon.
 Klopt
het
dat
u
ondernemer
 Bel
ik
gelegen?
bent?
 Weet
u
dat
u
–
sinds
januari
-­‐
X
veel
energiekosten
kan
besparen
omdat
u
ook
privé
een
zakelijk
energiecontract
af
kunt
sluiten?
 Essent…
 Once
someone
has
started
answering
he
is
more
likely
to
comply
@BartS

33. Foot-­‐between-­‐the-­‐lips
 Get
that
first
click!
Foot
be
tween
t
First…
g he
lips:
et
A
clic
k
@BartS

34. Incongruency
Incongr
Make
N uency:
OT
fit
th
e
page
@BartS

35. Gaze Cueing"
@BartS

36. Gaze Cueing"
g:
G aze
cuein
Don
Direct
the
aLen
in…
o f
that
bra
@BartS

37. Choice paradox"
Our
consciousness
can’t
handle
more
than
5
choices.
1
choice:
“do
I
click,
…
or
not?”
2-­‐5
choices:
“do
I
click
A,
or,
or
…?
>
5
keuzes:
“OMG…”
@BartS

38. Choice paradox"
The
pa
Offer
a radox
of
Ch
minim o
maxim um
of ice:
um
of
2
and
5
cho
a
ices
@BartS

39. Nudging
!"#$%%&#'(%&#)*+&%,#
There Nudging:
’s
direc more
tha
Don
t n
o
(ge
one
p u sh n
them tly)
@BartS

40. Emotion affect heuristic"
c:
h eurisF you
Affect
y
if
op le
happ
new.
M ake
pe omething
s u
se ll
them bit
them
if
yo
e
a
oice
B ut
scar servaDve
ch
con
need
a
@BartS

41. Subliminal
reïnforcement
 ‘because’
persuades
with
smaller
requests
✔
g:
asonin
in al
re arks
Sublim checkm ’
Use
‘because
and
@BartS

42. Carrots
&
sFcks
@BartS

43. Anchoring & adjustments"
@BartS

44. Anchoring & adjustments"
@BartS

45. Anchoring & adjustments"
An
Start
h choring:
igh
than
m
as
default
ove
d ,
own
@BartS

46. @BartS
|
@ePersuasion
www.online-­‐persuasion.com
Bart@onlinedialogue.com
Deze presentatie vindt u op: "
www.OnlineDialogue.nl"
@BartS