Online Persuasion - Bart Schutz

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Keynote of Bart Schutz at "A night of persuasion & optimization" by the http://www.onlineoptimizers.eu meetup group (http://www.meetup.com/onlineoptimizers). Location: Optimizely HQ - part of Amsterdam e-Week.

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Online Persuasion - Bart Schutz

  1. 1. Online Persuasion Bart Schutz | @BartS | LinkedIn.com/in/bartschutz Online Dialogue B.V.
  2. 2. Digital Data @BartS | Online Dialogue WheelofPersuasion.com #optimize
  3. 3. Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology @BartS | Online Dialogue Psychology Psychology WheelofPersuasion.com Psych #optimize
  4. 4. Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology @BartS | Online Dialogue Psychology Psychology WheelofPersuasion.com Psych #optimize
  5. 5. @BartS | Online Dialogue WheelofPersuasion.com #optimize
  6. 6. @BartS | Online Dialogue WheelofPersuasion.com #optimize
  7. 7. @BartS | Online Dialogue WheelofPersuasion.com #optimize
  8. 8. @BartS | Online Dialogue WheelofPersuasion.com #optimize
  9. 9. WheelofPersuasion.com " uasion rs l of Pe Whee de : s Co Acces n" bosto " ble (availa @BartS | Online Dialogue WheelofPersuasion.com ct 1 until O 13) 0th 20 #optimize
  10. 10. Decision making @BartS | Online Dialogue WheelofPersuasion.com #optimize
  11. 11. Decision Making   System 1   System 2 @BartS | Online Dialogue WheelofPersuasion.com #optimize
  12. 12. System 1 & System 2 System 1 is always ‘on’ @BartS | Online Dialogue WheelofPersuasion.com #optimize
  13. 13. System 1 & System 2 System 1   Automatic   Fast   Rich   Effortless   No control 17  x  24  =  ?   System 2   Reasoning, logic   Slow   Poor   Effortfull   Control (choice) System 1 is emotional System 2 is rational @BartS | Online Dialogue WheelofPersuasion.com #optimize
  14. 14. Choice Paradox e The Paradox of Choic and a Offer a minimum of 2 es maximum of 5 choic @BartS | Online Dialogue WheelofPersuasion.com #optimize
  15. 15. Choice Paradox Goal directed? nting! Different from orie @BartS | Online Dialogue WheelofPersuasion.com #optimize
  16. 16. Gaze Placement “In Gaze Placement” Put your most persuasive content in your customers’ gaze @BartS | Online Dialogue WheelofPersuasion.com #optimize
  17. 17. System 2 Post-decision rati onalization Our consciousne ss is about post-decision AL IBI’S ! @BartS | Online Dialogue WheelofPersuasion.com #optimize
  18. 18. Post-decision rationalization " Post-decision ration ality Stop focussing on U SP’s" @BartS | Online Dialogue WheelofPersuasion.com #optimize
  19. 19. System 1   Essential   First @BartS | Online Dialogue WheelofPersuasion.com #optimize
  20. 20. Subliminal reassurance !!! It’s all about system 1 !!! @BartS | Online Dialogue WheelofPersuasion.com #optimize
  21. 21. Present focus bias “Don’t make me think consiously” @BartS | Online Dialogue WheelofPersuasion.com #optimize
  22. 22. Ambiguity Aversion Ambiguity Aversion: “We prefer options that are certain” @BartS | Online Dialogue WheelofPersuasion.com #optimize
  23. 23. Focusing effect ming Emphasis Fra subsets us on specific “The foc , highly levant aspects of re dgments” uences our ju infl @BartS | Online Dialogue WheelofPersuasion.com #optimize
  24. 24. Equivalence Framing Equivalence Framing “The way things are stated or portrayed, highly influences our choices” @BartS | Online Dialogue WheelofPersuasion.com #optimize
  25. 25. Visual cueing Visual Cuein g: “Our attentio n is very easily influen ced” @BartS | Online Dialogue WheelofPersuasion.com #optimize
  26. 26. Toe in the Door Toe in the door: Get that 1st click! @BartS | Online Dialogue WheelofPersuasion.com #optimize
  27. 27. The Wheel of Persuasion @BartS | Online Dialogue WheelofPersuasion.com #optimize
  28. 28. One more thing… @BartS | Online Dialogue WheelofPersuasion.com #optimize
  29. 29. Apply" ! You need a psychologist ! science   Digital Data Persuasion Psychology “today start-ups are increasingly looking to the principles of behavioral psychology to encourage behaviors and return visits” @BartS | Online Dialogue WheelofPersuasion.com #optimize
  30. 30. Next cou Beginnin (“we’re c o rse: g 2014" nsidering online”) @BartS bart @ onlinedialogue.com nl.linkedin.com/in/bartschutz/ n ersuasio heel of P W ode : Access C bostotn"0th 2013) 1 (available until Oc online-dialogue.com online-persuasion.com wheel-of-persuasion.com

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