Presentatie van het Wheel of Persuasion door Bart Schutz voor Marviq op 14 november 2012.

1. Online Persuasion

2. Online-Persuasion.com

4. ENVIRONMENT!
CUSTOMER! DIALOGUE! YOU!
OFFER!

5. Your toolkit is fully equiped!

6. Your toolkit is fully equiped!

7. Your toolkit is fully equiped!
RTD & Learning!

8. Yo u r p r o s p e c t
i s a b r a i n …

9. Yo u r p r o s p e c t
i s a b r a i n …
How to persuade a brain…

13. Psychologists?!
About me!

14. Psychologist!
Psychologist! Psychologis
Psychologist!
Psychologist! Psychologist!
Psychologist! Psycho
Psychologist! Psychologist!
ychologist! Psychologist!
Psychologist! Psycholo
sychologist! Psychologist!
About me!
Psychol
Psychologist!
Consumer Psychologist!

22. Autonomy!
McCullagh,
2005
@BartS

23. Autonomy!
Autonomy
“Let
your
c :
ustomer
th
ink
he’s
fre
in
his
choic e
es”
@BartS

24. Self-efficacy!
@BartS

25. Self-efficacy!
Self-­‐
“Enhance
y efficacy:
ou
of
compete r
customers
feeling
nce,
even
w
ith
comple
Page with “My Booking”!
services”
x
@BartS

26. Need to belong!
@BartS

27. Need to belong!
X
f:
S ocial
proo s
to
it
help
O nly
when ness!
s elf-­‐aware
enhance
Decreased conversion on this product!!
@BartS

29. Perception
1. Highly
interpre<ve

30. Perception!
2. Hyper
efficiënt
informa<on
processing:
• 11.000.000
pieces
of
informa<e
/
second
• 40
reach
your
clients
consciousness
@BartS

31. Persuasion
tech:
Incongruency
y:
Inc ongruenc
thing
Do
some ent…
edly
differ
unexpect
@BartS

32. Visual Cueing!
@BartS

33. Gaze Cueing!
@BartS

34. Gaze Distraction!
cBon:
Facial
aAra <on
aNen
Offline
=
<on
On l i n e
=
distrac
@BartS

35. Gaze Cueing!
ing:
Gaze
cue <on
Nen
Di rect
the
a
n…
of
that
brai
@BartS

36. Gaze Cueing!
Visual
Des
“The
most
ign?
eff
designers
m ec?ve
persuasive
ake
minor
changes”
@BartS

38. Rationality!

40. 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

41. How wonderful is our ratio… really?!
• Low
capacity:
Maximum
of
3
-­‐
5
pieces
of
informa<on
RaBo:
• Unreliable:
(lying
brain)
Get’s
beaten
by
a
1€
calculator
RaBo:
I’S
Is
about
ALIB
n)
(post
decisio
@BartS

42. Evolution of ratio!
The
first
brain
structure
• +/-­‐
500
million
years
ago
@BartS

43. 200.000
years
ago
@BartS

44. 15
sec
@BartS

45. Choice paradox!
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…”
@BartS

46. Choice paradox!
The
pa
Offer
a radox
of
C
minim ho
maxim um
of ice:
um
of
2
and
5
cho
a
ices
@BartS

49. How
important
are
emoBons?
cons Decisio
subc ist
for
9 ns
o n sc 5
ious %
out
of
brain ,
e
proc mo<on
esse al
s
@BartS

50. …
and
how
wonderful
ü EssenBal
ü First
ü Unrestricted
ess
con sciousn d
ling
un ins<ncts
an
The
ru
their
i.
Per suade o
with
an
alib
ra<
p rovide
@BartS

51. Emotion affect heuristic!
@BartS

52. Emotion affect heuristic!
c:
heurisB /
DMU
Affect
spect
pro
Make
your
u
sell
them
t
if
yo
a
bi
happy
w.
But
scare e
ing
ne s erva<v
someth u
need
a
con
f
yo
them
i choice
@BartS

54. Foot-between-the-lips!
ü Dear
mr.
Schutz,
This
is
Anita
• Do
I
speak
to
mr.
Schutz?
from
Nuon.
• Are
you
an
entrepreneur?
ü Is
this
a
convenient
moment
for
• Are
you
aware
that
–
since
you?
January
–
you
can
save
on
your
private
energy
costs
by
X
switching
to
a
business
contract?
• Essent…
Foot-­‐be
tw
Get
a
fir een-­‐the-­‐lips:
:
flow vity!
st
intera
c<on!
Yes-­‐ osi<
p
Ac< vate
@BartS

55. Foot-between-the-lips!
@BartS

56. Anchoring & adjustments!
@BartS

57. Anchoring & adjustments!
Ancho
r
Start
h ing:
than
m igh,
ove
d
own
@BartS

58. Nudging!
@BartS

59. Nudging!
Saturday!
@BartS

60. Nudging!
Put
t
brain he
custo
Find
jo me
out
w urney
cen r
whic he tr
h
cus n
you
ca al:
tome n
rs
to
nudge
Monday!
wher
e
@BartS

61. Effortless-Quality effect!
@BartS

62. Effortless-Quality effect!
From search results to:!
@BartS

63. Effortless-Quality effect!
Cust
Dem omer
Eff
andin o
g
bra rt
Score:
is
exp in
ca
ensiv pacity
e!
From search results to price! From search results to product!
@BartS

64. The Wheel of Persuasion!
@BartS

65. The Wheel of Persuasion!
@BartS

67. World Wide Walhalla
for scientists & businesses

68. Analyze!
the influencers!
Test
!
your dialogue
Tune!
Consumer Brain insights!

69. @BartS

71. @BartS

72. Persuading customers?
Persuading brains…

73. And you…
…will be a psychologist

74. And you…
"
“Thank you”"
@BartS
bart@onlinedialogue.com
http://online-persuasion.com
http://wheel-of-persuasion.com
…will be a psychologist