iLIve2014 Presentation | Bart Schutz - The wheel of persuasion.

@BartS
bar@onlinedialogue.com
nl.linkedin.com/in/bartschutz/
abtestguide.com
online-dialogue.com
wheel-of-persuasion.com
T h e W h e e l o f P e r s u a s i o n

@BartS | Online Dialogue
WheelofPersuasion.com
#iLive14

Kingdom of The Netherlands
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Filmpje
Maxima
met
lijst
kenmerken
#iLive14

T h e W h e e l o f P e r s u a s i o n
#iLive14

Psychologist
Psychologist
Psychologist
PsychologistPsychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
@BartS
Consumer psychologist
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www.Wheel-of-Persuasion.com
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Iden3fy
Separate
B o o s t i n g
h a p p i n e s s
S e p a r a t i n g c o n s u m e r s & m o n e y
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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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Zweedse
naam
Sterre
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S c i e n c e
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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 & P e 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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In fact: Do we need Willem?
• Conscious
versus
subconscious
processing
Subconscious
Conscious
(possibly)
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What determines where they look?
System 1: Bottom up
• Stimulus salience "
(attracts attention due to their properties).
System 2: Top-down
• Task or goals
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A n o n y m o u s B r a i n - t e s t i n g
e x a m p l e s
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Von Restorff Effect
Von Restorff Effect:
“We automatically pay more
attention to things that are
significantly different”
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Attentional Bias
Attentional Bias:
“We pay attention to the
things that touch us”
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Facial Distraction
Facial distraction:
“Being looked at:
Offline = attention
Online = distraction”
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Gaze Cueing
Gaze cueing
Direct the attention "
of that brain…
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Visual Cueing
Visual Cueing:
“Our attention is very easily
influenced”
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Visual Cueing
Perception-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 about"
post-decision ALIBI’S !
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About System 2
! Bart Schutz
! dr. Dirk Franssens
“Humans are not
a rational animal,
but a rationalizing one”
Leon Festinger
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System 1 versus System 2
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Gre a t p r i c e i d e a , "
o r j u s t a j o k e ?
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1. Imagine, you meet me for the first time
2. 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 it
Answer is immediately!
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Focusing Effect
Focusing Effect
We can only pay attention to
a few things…
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Hobson’s+1 Choice
One-Choice-Paradox
Offer a minimum of 2 choices
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Hobson’s+1 Choice
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"
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Subliminal reassurance
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Self-generation effect
Self-Generation Effect
We remember & like things more
when we thought of it ourselves
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Social Proof
Social Proof
Only when it helps to
enhance self-awareness!
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Anchoring & Adjustments
Clickable hero-shot?
1.80% 1.85% 1.80% 1.85%
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#iLive14

Target page
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1.80% 1.85% 1.80% 1.85%
Anchoring
Start high, then move down
X
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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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Foot in the Door
Toe in the door:
Let Maxima touch you!
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THANK YOU !
@BartS
abtestguide.com
online-dialogue.com
Want to know more?
http://persuasion.tips

O n e m o re t h i n g …
#iLive14

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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More 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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So…
#iLive14

N E V E R b e l i e v e y o u r b r a i n !
#iLive14

n o r ‘ s p e a k e r s ’
#iLive14

B u t d o b e l i e v e …
#iLive14

y o u r D ATA ! ! !
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CRO?
=> GROW your business!
Analyze
&
Experiment
Digital Data
Persuasion Psychology
Be aware: 70% of A/B-tests are wrong!
http://Persuasion.tips
#iLive14

[beep]
BTW:
Did
you
see
me
on
slide
65?
#iLive14

THANK YOU AGAIN!
@BartS
abtestguide.com
online-dialogue.com
Want to know more?
http://persuasion.tips

iLIve2014 Presentation | Bart Schutz - The wheel of persuasion.

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