You're data-driven and customer-centric; you're good! You're exploiting your a/b-testing bandwidth for evidence-based growth; You're even better! Bart - a worldwide renown consumer psychologist - will take you from there to a next level. As Bart says "Data = Consumer Behaviour, a Consumer = a Brain, and A/B-testing = Science". Join Bart on his mind-blowing trip through your customers conscious and subconscious brain processes, emotions and decisions. Backing up his often counter intuitive insights with lots of data & experiments, he will show you how applying Psychology wil boost your Marketing efforts and delight your customers.

1. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Data, customers & the art of
Applying Psychology

2. Data, customers & the art of
Applying Psychology
| B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”

3. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”

4. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Filmpje Maxima met lijst kenmerken
 Fast & never sleeps
 Emotional
 Intuitive & associative
 Naughty
 Multi-tasking
 Effortless
 No control

5. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”

6. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”

7. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
 Slow & lazy
 Rational
 Reason & logic
 Rules
 Requires
attention
 Effortful
 Controls Maxima

8. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”

9. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”

10. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”

11. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Data, customers & the art of
Applying Psychology

12. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
1. You & Your Customer
2. are having Online Dialogues
3. facilitating Exponential Growth

13. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
1. You & Your Customer
2. are having Online Dialogues
3. facilitating Exponential Growth

14. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”

15. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
 Slow & lazy
 Rational & logic
 Conscious
 Reasons & Rules
 Requires
attention
 Effortful
 Future
 Control
 Fast & always on
 Emotional
 Subconscious
 Intuitive & associative
 Large capacity
 Effortless
 WYSIATI
 Automatic
We are a dual processing brain
| B a r t S c h u t z ( @ B a r t S ) | “ A p p l y i n g P s y c h o l o g y ”

16. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Meet your system 1

17. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Introducing Willem & Maxima
2 + 2 = ?
Meet your system 1

18. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Sometimes you need to control system 1 with system 2

19. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
But finds it really hard

20. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Because system 2 is extremely lazy

21. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
System 2 can only do 1 thing at a time

22. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
I Know! Calculations are hard work.
But it’s nearly over.
Come on, one more…
123 + 5
QUICK!
THINK ABOUT A
COLOR AND A
TOOL!
At the end of this test,
I ask a question.
Don’t stop and think about it
Answer is immediately!
How much is:15 + 63 + 5689 + 212 + 5375 + 2625 + 5263 + 32
Especially when…

23. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Ego-depletion
Our mental energy for
self-control is quickly
used up
…system 2 is depleted

24. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Your customer is ruled by a dual processing brain

25. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Uniquely for #mktfest !
Whitepaper on system 1 & 2
Download:
ondi.me/psychology
You, you can only think with system 2

26. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
 You & Your Customer
2. are having Online Dialogues
3. facilitating Exponential Growth

27. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
I applied Psychology
( Bar t, 1997 - > 2009)

28. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Applying science – without any evidence

29. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
I applied Psychology
totally lacking evidence
( Bar t, 1997 - > 2009)

30. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Then one day I met Ton Wesseling: A Digital Data & Test-
aholic

31. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Digital Dialogues = Data

32. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Analyzing Behavioral Data!!!

33. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Creating data insights like these

34. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
And running digital experiments like these:
Variation A Variation B

35. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Evidence based growth
but no valid insights
( Ton, 1999 - > 2009)

36. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
 Power
 Reliability
 Validity
 Speed
Extreme
Experiments

37. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
( 09 - 0 9 -0 9 )

38. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Evidence based
Growth

39. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
O p t i m i z i n g
C u s t o m e r J o u r n e y s

40. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
A t t r a c t

41. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Attracting people
For every goal a
separate piggy bank
For every goal an
extra savings
account
Framing
The same concept, but
more positively associated

42. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Attracting people
Perception-Behavior Link
Arrow shapes can
induce action

43. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
L a n d i n g

44. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Landing
Visual Cueing
Our attention is very easily
influenced

45. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Landing
Choice architecture
Separating people that need
different information & nudges

46. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
S e a r c h i n g

47. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Searching

48. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Searching

49. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
C h o o s i n g

50. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Choosing
Focusing effect
We make rational
decisions more easily
when we focus on 1 aspect
1,95% base interest + 0,40% loyalty interest rate
on a yearly base on a yearly base
1,95% base interest
on a yearly base
+ 0,40% loyalty interest rate
on a yearly base

51. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Choosing
6 months fixed (2,70%*)
Descartes error
Ratio needs emotions to add
value to the argument

52. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
B u y i n g

53. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Choosing
Mental accounting
Price perception can easily
be adjusted by changing
the time or market frame.
Do you know what a good night of sleep is costing?
The average person sleeps 8 hours a night and a minimum of 10 years
on this bed. For a perfect night of sleep on this bed you only pay…
€0,82 per month

54. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Autonomy
Let your customer think
he’s free in his choices
Buying
Mandatory field Optional field

55. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
 You & Your Customer
 are having Online Dialogues
3. facilitating Exponential Growth

56. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Exponential Growth
in Customer Intelligence

57. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
 Power
 Reliability
 Validity
 Speed
Extreme
Experiments

58. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
BIG: Behavioral Intelligence Graph

59. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
BIG: Behavioral Intelligence Graph

60. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
BIG: Behavioral Intelligence Graph

61. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
BIG: Behavioral Intelligence Graph
Bandwidth rulez
Free calculation
http://abtestguide.com

62. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
POWERRRR testing at Online Dialogue
Half of our tests: GTM
Free a/b-testing solution:
http://gtmtesting.com

63. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Evidence based improvements growing over time

64. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
1st Party
Customer Intelligence
Competitive Advantage

65. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
It’s all about exploiting Bandwidth & reinvesting

66. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
It’s all about exploiting Bandwidth & reinvesting

67. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Evidence
Everything

68. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Exponential Growth
in Revenue

69. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Investment Revenue over 6 months ROI in months
Company X €82.000 €1.200.000 +1463%
Company X €89.000 €1.800.000 +2022%
Company X €150.000 €5.500.000 +3666%
Company X €166.000 €5.800.000 +3493%
Company X €230.000 €16.500.000 +7173%
Financial goal: Revenue increase (last 5 Business Cases)

70. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
 You & Your Customer
 are having Online Dialogues
 facilitating Exponential Growth
Wrap up

71. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
 We're brains => Psychology ( 2 s y s t e m s , + + + )
 Data & Testing => Exploit Bandwidth
 Combining = Exponential Growth
takeaways

72. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”

73. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”

74. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”

75. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”

76. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Get to know us
And use your
knowledge ethically
Learn more
Download the slides &
#mktfest FREE whitepaper
on ondi.me/psychology
Bart Schutz - @BartS
bart@onlinedialogue.com
nl.linkedin.com/in/bartschutz/
abtestguide.com
online-dialogue.com
wheel-of-persuasion.com

77. | B a r t S c h u t z ( @ B a r t S ) | O n l i n e D i a l o g u e . c o m | “ A p p l y i n g P s y c h o l o g y ”
Bart Schutz - @BartS
bart@onlinedialogue.com
nl.linkedin.com/in/bartschutz/
abtestguide.com
online-dialogue.com
wheel-of-persuasion.com