Conversion Hotel 2014: Bart Schutz (NL) keynote

H o w t o g e t a b r a i n s a t t e n t i o n"
a n d m o t i v a t e i t ?
OnlineDialogue.com | Bart Schutz
WheelofPersuasion.com
@BartS | #CH2014

@BartS | #2014

W i l l em Al e x a n d e r
M a x i m a
@BartS | #CH2014

@BartS | #CH2014

Filmpje
Maxima
met
lijst
kenmerken
@BartS | #CH2014

W h a t d o e s s c i e n c e s a y ?
@BartS | #2014

We have a dual processing brain
@BartS | #2014
Eurib

Drugs
Quote
Taran7no
(legal…)?
@BartS | #CH2014

CENSORED
@BartS | #2014

CENSORED
@BartS | #CH2014

Loved
among
tourists
(Foto’s
Brian
voor
condoomshop?
Sprekers
in
rosse
buurt?)
@BartS | #CH2014

Wheel of Persuasion
@BartS | #2014

Square of Intoxication
Desire = Up
Desire = Down
Present = Up
Present = Down
@BartS | #2014

Square of Intoxication
Desire = Rational
Desire = Irrational
Present = Rational
Present = Irrational
@BartS | #2014

T h e P Na ratk 1e:d UCpopnesrusme r
Wak e Wi l l em u p
@BartS | #CH2014

Is it possible to wake Willem up?
Willem"
requires full attention and
can’t deal with distraction
@BartS | #2014

Willem & Maxima share “attention”
@BartS | #2014
Eurib

Especially on Mobile!
@BartS | #2014

So do you need to wake Willem up?
Von Restorff Effect:
“We automatically pay more
attention to things that are
significantly different”
@Atopos42
@BartS | #2014

Than use alerting triggers
Self-Generation Effect
We remember & like things more
when we thought of it ourselves
Test done by TrafficBuilders during OnlineDialogue’s Master of Online Persuasion Course
@BartS | #2014
Eurib

And make him clear where to look
Visual Cueing:
“Our attention is very easily
influenced”
@BartS | #2014

Even if it’s subtle
@BartS | #2014

T h eP aNr ta k2 :e d S Cp eoendseurms e r
K e e p W i l l e m a w a k e
@BartS | #CH2014

Willem prefers to fall asleep again
At the end of this test,
I ask a question.
Don’t stop and think about it
Answer is immediately!
@BartS | #2014

He gets depleted really quick
@BartS | #2014

He gets depleted really quick
1. Please remember these numbers
Group A:
Group B:
3852869
39
2.
Thank you!
Now choose your reward:
or
Group A
Group B
@BartS | #2014

That’s why you get CR-graphs like these
@BartS | #2014

So don’t deplete Willem when he’s awake
Focusing Effect
We can only consciously
pay attention to one thing
@BartS | #2014

As long as he’s in favor of you
Goal-directed behavior
Don’t distract goal directed
visitors with choices
@BartS | #2014

P a r t 3 : D o w n e r s
G e t h i m t o s l e e p a g a i n
@BartS | #2014

Do deplete Willem when he’s against you
One-Choice-Paradox
Offer a minimum of 2
choices
Test done by Conrad during OnlineDialogue’s Master of Online Persuasion Course
@BartS | #2014

By adding energy drainers
Test done by Conrad during OnlineDialogue’s Master of Online Persuasion Course
@BartS | #2014

T h e PNaarkt e4d: CCoonmsaume r
K e e p W i l l e m s l e e p i n g
@BartS | #CH2014

While Willem sleeps, it’s Maxima’s party
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? "
It’s 33%...
@BartS | #2014

While Willem sleeps, it’s Maxima’s party
@BartS | #2014

Willem even sleeps when he knows better
@BartS | #2014

Often it’s best to have Willem in a coma
Decrease Usability
When you have to "
get rid of Willem
@BartS | #2014

A n d W i l l e m d o e s n ’ t c a r e
@BartS | #2014

H e ’ l l t e l l h i m s e l f c o m f o r t i n g l i e s
@BartS | #2014

When Willem wakes up, he starts lying
Willem is about"
post-decision rationalization "
(ALIBI’S)!
@BartS | #2014

About the decisions that Maxima made
@BartS | #2014

O u r b r a i n i s n o t r a t i o n a l
@BartS | #2014

O u r b r a i n i s r a t i o n a l i z i n g
@BartS | #2014

T h a t ’s w h y …
@BartS | #2014

… y o u s h o u l d n e v e r a s k a c u s t o m e r
Shift your focus from market
research & usability studies
to online experiments
@BartS | #2014

Willem is lying, just to comfort you
Post-decision rationality
Stop focusing on USP’s;"
Consciousness = Comfortness
@BartS | #2014

While Maxima does what she likes
Subliminal dominance
Start learning to persuade
Maxima
@BartS | #2014

Based on Emotions
Attentional Bias:
“We pay attention to the things
that touch us”
@BartS | #2014

And physical touch
Foot in the door"
That 1st small commitment
is half the battle
Variation A
Variation B
@BartS | #2014

Wra p u p : W il l em & Ma x ima
@BartS | #CH2014

Thank you
@BartS | #2014

O n e m o r e t h i n g …
@BartS | #2014

Yo u r b r a i n i s a l a z y d e p l e t i n g l i a r t o o
@BartS | #2014

I t b e l i e v e s ‘ s t o r i e s ’
@BartS | #2014

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 ’
@BartS | #2014

So…
@BartS | #2014

N E V E R b e l i e v e y o u r c o n s c i o u s n e s s !
@BartS | #2014

n o r ‘ s p e a k e r s ’
@BartS | #2014

B u t d o b e l i e v e …
@BartS | #2014

Yo u r b r a i n s c i e n t i s t
@BartS | #2014

A n d y o u r d a t a
- s c i e n t i s t
Be aware:
Most A/B-tests are lies!
http://ABTestguide.com/Calc
http://xxx.com
@BartS | #2014

GROW YOUR BUSINESS!
Naked"
Consumer"
Knowledge
Analyze
&
Experiment
Digital Data
Persuasion Psychology
@BartS | #CH2014

Thank you!
Bart Schutz - @BartS
bart@onlinedialogue.com
nl.linkedin.com/in/bartschutz/
testing.agency
online-dialogue.com
@BartS | #2014
wheel-of-persuasion.com
Download the slides: http://persuasion.tips
! Read more:
Wheel-of-Persuasion.com
! Hire us:
OnlineDialogue.com
! Follow my course :
OnlineDialogue.com/Academy

Conversion Hotel 2014: Bart Schutz (NL) keynote

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Conversion Hotel 2014: Bart Schutz (NL) keynote