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Power of Online Persuasion

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These are the slides of my Emerce Conversion 2015 talk about conversion rate optimisation and persuasion. I tried to convince my audience that to fully use the power of persuasion, we should focus on the interaction between our emotions and our rationality. Or in terms of Kahneman's framework: the interaction between our system 1 and system 2 decision processes. Please let me know your feedback and suggestions!

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Power of Online Persuasion

  1. 1. Power of Persuasion dr. Dirk Franssens BetterChange
  2. 2. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
  3. 3. Power of Persuasion What Social Psychologists and Neuromarketers can learn from each other!
  4. 4. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Decision making System 1 • Emotional • Fast • Automatic System 2 • Rational • Slow • Deliberative
  5. 5. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
  6. 6. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Emotional decision Happy Healthy Nutritious Balance Fitness Wholesome
  7. 7. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Emotional decision making
  8. 8. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Emotional decision making
  9. 9. 100% 92% Control Emotional image EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM CR: Buy intention
  10. 10. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Cognitive fluency
  11. 11. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Cognitive fluency
  12. 12. 100% 120% Control Autocomplete EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Reber et al., 2004 CR: Buy intention
  13. 13. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Decision making System 1 • Emotional • Fast • Automatic
  14. 14. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Neuromarketing Knutson et al., 2007
  15. 15. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Neuromarketing
  16. 16. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Decision making System 1 • Emotional • Fast • Automatic System 2 • Rational • Slow • Deliberative
  17. 17. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Rational decision Does it fit in our kitchen? It is easy to clean? Which fruits and veggies can I use? I am willing to spend the money?
  18. 18. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Rational decision making
  19. 19. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Rational decision making
  20. 20. 100% 120% Control No features EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Reber et al., 2004 CR: Buy intention 92%
  21. 21. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Rational decision making
  22. 22. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Rational decision making
  23. 23. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Rational decision making
  24. 24. 100% 110% 95% Control Good USP's Bad USP's EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM CR: Buy intention
  25. 25. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Decision making System 1 • Emotional • Fast • Automatic System 2 • Rational • Slow • Deliberative
  26. 26. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM It is the interaction! Perception Reasoning Behavioral decision Behavioral schemata Behavior Associative store Intending Representations Spreading activation Spreading activation Knowledge System 1 System 2 Strack, Werth, & Deutsch, 2006
  27. 27. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Cognitive Dissonance Reduction
  28. 28. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Searching for arguments
  29. 29. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Searching for arguments
  30. 30. 100% 169% Control Text balloon EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM CR: Buy intention
  31. 31. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Searching for arguments
  32. 32. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Arguments at Amazon!
  33. 33. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Which one did she buy?
  34. 34. EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM Decision making Neuro- marketing Social Psychology
  35. 35. www.betterchange.nl dirk@betterchange.nl @dxfranssens nl.linkedin.com/in/dirkfranssens EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM

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