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Keynote Wheel of Persuasion - Bart Schutz of Online Dialogue on how to persuade system 1 and system 2 - with A/B-test examples

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Chief Persuasion Officer Bart Schutz will be keynoting about his Wheel of Persuasion on marketing & optimization conferences throughout Europe in october & november 2014:

Conversion Jam - Stockhom, Sweden
Conversions@Google - Dublin, Ireland
iLive - Riga, Latvia
Conversion Conference - London, England
Conversion Conference - Berlin, Germany
Conversion Summit - Istanbul, Turkey
Conversion Hotel - Texel, the Netherlands

At these conferences he will present his Maxima (System 1) and Willem (System 2) story and inspire you how to persuade these two parts of your customers brains. This slideset is the main slideset for each conference and is extended with extra A/B-testcases.

More info:
http://wheel-of-persuasion.com (the knowledge source)
http://online-dialogue.com (hire our team)
http://testing.agency (fast and quality A/B-test development)
http://abtestguide.com (you A/B-test workflow tool)

and http://Persuasion.tips for an overview of Bart his recent work.

Published in: Marketing

Keynote Wheel of Persuasion - Bart Schutz of Online Dialogue on how to persuade system 1 and system 2 - with A/B-test examples

  1. 1. T h e Wh e e l o f P e r s u a s i o n Bart Schutz - @BartS bart@onlinedialogue.com nl.linkedin.com/in/bartschutz/ abtestguide.com online-dialogue.com wheel-of-persuasion.com (with bonus a/b-tests inside) October / November 2014 Stockholm – Dublin – Riga – London – Berlin – Istanbul – Texel
  2. 2. Kingdom of The Netherlands @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  3. 3. @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  4. 4. @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  5. 5. @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  6. 6.  Slow & lazy  Rational  Reason & logic  Rules  Requires attention  Effortful  Controls Maxima @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  7. 7. @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  8. 8. @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  9. 9. Filmpje Maxima met lijst kenmerken  Fast & never sleeps  Emotional  Intuitive & associative  Naughty  Multi-tasking  Effortless  No control @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  10. 10. @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  11. 11. T h e Wh e e l o f P e r s u a s i o n @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  12. 12. ht tp: / /abtestguide.com/calc @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  13. 13. Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist Psychologist @BartS Consumer psychologist @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # i L i v e 1 4
  14. 14. www.Wheel -of-Persuasion.com @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  15. 15. Identify Separate B o o s t i n g S e p a r a t i n g c o n s ume r s & mo n e y h a p p i n e s s @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  16. 16. @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  17. 17. B r a i n k n o w l e d g e ? @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  18. 18. C o n v e r s i o n e x p e r t s ? @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  19. 19. Variation A Variation B @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  20. 20. Variation A Variation B @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  21. 21. @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  22. 22. Wilma Julia @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # i L i v e 1 4
  23. 23. B r a i n k n o w l e d g e ? @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  24. 24. T h e c u s t ome r h ims e l f ? @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  25. 25. @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  26. 26. @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  27. 27. B r a i n k n o w l e d g e ? @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  28. 28. S c i e n c e @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  29. 29. @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  30. 30. @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  31. 31.  Slow & lazy  Rational & logic  Conscious  Reasons & Rules  Requires attention  Effortful  Control  Fast & always on  Emotional  Subconscious  Intuitive & associative  Large capacity  Effortless  Automatic @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  32. 32. P s y c h o l o g y i n P r a c t i c e @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  33. 33. A t t e n t i o n & P e r c e p t i o n @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  34. 34. Is your Wi l lem inat tent ional ly bl ind? @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  35. 35. Is he seeing anything? @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  36. 36. Does his bl indness mat ter? @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  37. 37. In fact : Do we need Wi l lem? • Conscious versus subconscious processing Subconscious Conscious (possibly) @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  38. 38. What determines where they look? System 1: Bottom up • Stimulus salience (attracts attention due to their properties). System 2: Top-down • Task or goals @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  39. 39. A n o n ymo u s B r a i n - t e s t i n g e x amp l e s @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  40. 40. Von Restor ff Effect @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  41. 41. At tent ional Bias Attentional Bias: “We pay attention to the things that touch us” @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  42. 42. Facial Dist ract ion Facial distraction: “Being looked at: Offline = attention Online = distraction” @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  43. 43. Gaze Cueing Gaze cueing Direct the attention of that brain… @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  44. 44. Visual Cueing Visual Cueing: “Our attention is very easily influenced” @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  45. 45. Visual Cueing @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  46. 46. ht tp: / / test ing.agency @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  47. 47. D e c i s i o n Ma k i n g @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  48. 48. About System 2 @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  49. 49. System 1 versus System 2 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% ? @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  50. 50. System 1 versus System 2 @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  51. 51. System 1 versus System 2 @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  52. 52. System 1 versus System 2 At the end of this test, I ask a question. Don’t stop and think about it Answer is immediately! @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  53. 53. System 1 versus System 2 @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  54. 54. About System 2 @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  55. 55. About System 2  Bart Schutz  dr. Dirk Franssens “Humans are not a rational animal, but a rationalizing one” Leon Festinger @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  56. 56. A n o n ymo u s B r a i n - t e s t i n g e x amp l e s @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  57. 57. Focusing Effect Focusing Effect We can only pay attention to a few things… @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  58. 58. H o b s o n ’s + 1 C h o i c e @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  59. 59. H o b s o n ’s + 1 C h o i c e @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  60. 60. Post -decision rat ional izat ion @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  61. 61. Subl iminal reassurance @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  62. 62. Sel f -generat ion effect @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g Wh e e l o f P e r s u a s i o n . c om # i L i v e 1 4
  63. 63. Want to learn more about persuasion?  Bart Schutz  dr. Dirk Franssens Join the Online Dialogue master of online persuasion 8 day training program! info@onlinedialogue.com @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  64. 64. Social Proof Social Proof Only when it helps to enhance self-awareness! @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  65. 65. Anchor ing & Adjustments 1.80% 1.85% 1.80% 1.85% Clickable hero-shot? @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  66. 66. Anchor ing & Adjustments @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  67. 67. Anchor ing & Adjustments Target page @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  68. 68. Anchor ing & Adjustments 1.80% 1.85% 1.80% 1.85% Anchoring Start high, then move down X @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  69. 69. Autonomy “Mandatory field” “Optional field” @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  70. 70. Foot in the Door @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  71. 71. Foot in the Door Toe in the door: Let Maxima touch you! @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  72. 72. @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  73. 73. @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  74. 74. @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  75. 75. @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  76. 76. @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  77. 77. THANK YOU ! Bart Schutz - @BartS bart@onlinedialogue.com nl.linkedin.com/in/bartschutz/ abtestguide.com online-dialogue.com wheel-of-persuasion.com
  78. 78. O n e m o r e t h i n g … @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  79. 79. Yo u r b r a i n i s a l a z y l i a r @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  80. 80. I t b e l i e v e s ‘ s t o r i e s ’ @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  81. 81. M o r e t h a n i t b e l i e v e s ‘ t h e t r u t h ’ @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  82. 82. S o … @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  83. 83. N E V E R b e l i e v e y o u r b r a i n ! @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  84. 84. n o r ‘ s p e a k e r s ’ @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  85. 85. B u t d o b e l i e v e … @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  86. 86. y o u r D ATA ! ! ! @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  87. 87. @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om Wh e e l o f P e r s u a s i o n . c om # P e r s u a s i o n ##Ti Leisvtei n1 g4
  88. 88. @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om Wh e e l o f P e r s u a s i o n . c om # P e r s u a s i o n ##Ti Leisvtei n1 g4
  89. 89. CRO? => GROW your business! Analyze & Experiment Digital Data Persuasion Psychology Be aware: 70% of A/B-tests are wrong! http://abtestguide.com @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  90. 90. ht tp: / /abtestguide.com/calc @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  91. 91. ht tp: / / test ing.agency @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  92. 92. Want to learn more about persuasion?  Bart Schutz  dr. Dirk Franssens Join the Online Dialogue master of online persuasion 8 day training program! info@onlinedialogue.com @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  93. 93. [beep] BTW: Did you see me on slide 70? @B a r t S | On l i n e - Di a l o g u e . c om Wh e e l - o f - P e r s u a s i o n . c om # P e r s u a s i o n # T e s t i n g
  94. 94. THANK YOU AGAIN! Bart Schutz - @BartS bart@onlinedialogue.com nl.linkedin.com/in/bartschutz/ abtestguide.com online-dialogue.com wheel-of-persuasion.com

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