[CXL Live 16] Persuasive Journey Mapping by Bart Schutz

•

0 likes•4,896 views

Ok, you're largely exploiting your testing bandwidth? Cool! You probably run more experiments than an average professor at university! But what do your results mean? What are you truly learning? And how do you keep track of and combine all those granular insights? In his mind-blowing talk Bart will take you on a ride along valuable psychological insights. He will show why these are your solution for accelerating your knowledge growth and even provide you with a psychology based optimization framework to acquire a truly deep understanding of what drives your customers buying journeys.

Marketing

Bart.Schutz@OnlineDialogue.com
Subconscious,
emotional processes
Conscious,
rational processes
In short: A customer is a dual processing brain

Bart.Schutz@OnlineDialogue.com
Meet your own system 1
2 + 2 = ?

Bart.Schutz@OnlineDialogue.com
Meet your own system 2
17 x 24 = ?

Bart.Schutz@OnlineDialogue.com
Feel how system 2 can control system 1

Bart.Schutz@OnlineDialogue.com
Or assist system 1

Bart.Schutz@OnlineDialogue.com
Three characteristics of system 2

Bart.Schutz@OnlineDialogue.com
System 2 is often absent…

Bart.Schutz@OnlineDialogue.com
Labor-Love effect
BA
Winner

Bart.Schutz@OnlineDialogue.com
System 2 needs focus

Bart.Schutz@OnlineDialogue.com
System 2 is in an immense competition with system 1

Bart.Schutz@OnlineDialogue.com
Focusing
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
A B
Winner

Bart.Schutz@OnlineDialogue.com
A B
Cognitive overload
Winner

Bart.Schutz@OnlineDialogue.com
Two characteristics of system 2
ü Prefers to be absent
ü Needs focus

Bart.Schutz@OnlineDialogue.com
Two characteristics of system 1

Bart.Schutz@OnlineDialogue.com
System 1 is automated

Bart.Schutz@OnlineDialogue.com
Visual Cueing
BA
Winner

Bart.Schutz@OnlineDialogue.com
System 1 is associative & relative

Bart.Schutz@OnlineDialogue.com
BA
Winner
Implicit associations

Bart.Schutz@OnlineDialogue.com
Mental accounting
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
A B
Winner

Bart.Schutz@OnlineDialogue.com
WYSIATI: What you see is all there is

Bart.Schutz@OnlineDialogue.com
Two characteristics of system 1
ü Automated heuristics
ü Associative

Bart.Schutz@OnlineDialogue.com
The basic question is ‘which system is in control’?

Bart.Schutz@OnlineDialogue.com
W h y d o w e t h i n k w e ’ r e i n c o n t r o l ?

Bart.Schutz@OnlineDialogue.com
We Post-Decision Rationalize

Bart.Schutz@OnlineDialogue.com
System 2System 1 System 2
Behavioral Intelligence Gap

Bart.Schutz@OnlineDialogue.com
The 3 levels of CRO

Bart.Schutz@OnlineDialogue.com
III) Customer Journey Cycle (Find - Tell)
ü Analyze the real behavioral steps

Bart.Schutz@OnlineDialogue.com
Customer Journey Analysis
Home%
Hotel%Detail%
Book%engine%
Room%Detail%

Bart.Schutz@OnlineDialogue.com
Multiple Customer Journeys

Bart.Schutz@OnlineDialogue.com
II) Hypothesis Cycle (Analyze - Conclude)
ü Use validated insights to find behavioral
determinants and
• Verified insights (science & tests)
• View-of-the-customer
• Voice-f-the-customer
ü formulate multiple hypotheses

Bart.Schutz@OnlineDialogue.com
I) Test Cycle (Create - Test - Analyze)
ü Maximize analysis & test velocity

Bart.Schutz@OnlineDialogue.com
BIG: Behavioral Intelligence Graph
Customer Journeys

Bart.Schutz@OnlineDialogue.com
Grow your competitive advantage by 1st party CI
Studies, Analyses
& A/B-tests
Hypotheses
Customer Journeys

Bart.Schutz@OnlineDialogue.com
By plotting insights on hypotheses and behavioral steps
Studies, Analyses
& A/B-tests
Hypotheses
Customer Journeys

Bart.Schutz@OnlineDialogue.com
Offering detailed insights for the CRO teams

Bart.Schutz@OnlineDialogue.com
And Customer Intelligence for the whole company

Bart.Schutz@OnlineDialogue.com
@BartS
bart@onlinedialogue.com
nl.linkedin.com/in/bartschutz/
onlinedialogue.com
wheel-of-persuasion.com
Contact

Growth hacking has exploded in popularity, with companies scrambling to find magical 'hackers' who create massive user bases and revenue out of thin air. Unfortunately, a closer look shows us that much of the hype is just that. To find growth, companies must stop searching for unicorns and do something much less sexy: get back to work. In this talk I'll cover: - how companies actually grow online based on studying dozens of fast-growing startups - why growth is based on companies finding winning tests faster - how we did that at growth hackers - how other companies do it (HubSpot, Twitter, more) - how to start hacking and start growing - things to avoid, etc.

[CXL Live 16] How to Give Your Data an Annual Checkup by Annie Cushing

CXL

[CXL Live 16] Beyond Test-by-Test Results: CRO Metrics for Performance & Insi...

CXL

Individual tests drive insights & ROI, but the most sophisticated optimizers look beyond what an individual test is telling them and use data to optimize their overall testing performance. In this talk, Claire will dive into the specifics of how to track, improve, and drive insight from performance metrics for your conversion program, so you can not only run better tests, but get more out of your investment in CRO.

[CXL Live 16] "Best Practices" or "Common Practices" - Which Is It? by Justin...

CXL

[CXL Live 16] Fight Back Against Back by Rand Fishkin

CXL

Web marketers have never faced a more dangerous time to have their visitors hit that "back" button. Facebook, Google, and even Twitter are measuring engagement and punishing the sites and brands that lose too much of their audience to an "I'm outta here" click. We've moved from a world where conversion rate optimization happens only in the purchase funnel to one where converting from a 5-second visitor to a 45-second, more engaged visitor who leaves with an answer is hugely important. In this presentation, Rand will show how Google's Rankbrain, Facebook's engagement algorithms, and other platforms' metrics are transforming this landscape and what web marketers can do to fight back.

[CXL Live 16] How To Present Your Testing Results to Get Results by Lea Pica

CXL

Are your executives and clients falling asleep during your testing presentations? Chances are your slide design and data visualizations are obscuring your valuable insights. With her special blend of neuroscience-based visualization principles, practical hands-on design techniques, and entertaining “tough love”, Lea will equip you with a fresh new toolbox that will get you and your data presentations remembered and acted upon.

[CXL Live 16] When, Why and How to Do Innovative Testing by Marie Polli

CXL

Innovative testing is risky. If not addressed carefully it can destroy your optimization strategy by creating loopholes that make it impossible to know what exactly in the change caused the uplift or drop in your conversion rate. At the same time disruptive methods are needed to break out of the ordinary and to take your business to the next level. The session is a break down and an overview of the worst and the best of innovative testing so that when you take a jump into the unknown you know what to expect.

Stephen will be talking on SaaS optimization strategy, including: - The data, insight and metrics you need to track to identify opportunity - Flow optimization: from landing page to trial, usage, purchase and retention - Problems and opportunities: e.g. how do you test a landing page when the sale happens 14 or 30 days later? How do you manage testing across multiple KPIs simultaneously? How do you understand and segment your key product offering?

[CXL Live 16] Neuro-Persuasion - Brain-Based Strategies for Online Marketers ...

CXL

[CXL Live 16] Optimizing Retention - The Silent Killer and King of Growth by ...

CXL

[CXL Live 16] How to Utilize Your Test Capacity? by Ton Wesseling

CXL

[CXL Live 16] How to Create Landing Pages That Address the Emotional Needs of...

CXL

[CXL Live 16] From WTF to Hell Yes - How to Come Up With Copy That Persuades ...

CXL

[CXL Live 16] The Grand Unified Theory of Conversion Optimization by John Ekman

CXL

[CXL Live 16] Motivational Chemistry and Susceptibility to Digital Persuasion...

CXL

In this session Dr. Cugelman will focus on the core elements of motivation, to help you build interactive technologies that are engineered to push your users' emotional hot-buttons. You will enjoy a presentation on motivation and influence, followed by an interactive session on the ways that ancient emotions, play out in landing page design elements. We'll invite you to complete a quick-and-dirty psychometric test, and then discus different landing page elements that have been designed to resonate with different decision making styles, personality dispositions, and more. This session will give you actionable tips on how to design page elements that boost your users good feelings, and avoids accidentally triggering negative emotions.

[CXL Live 16] What to Test Next - Prioritizing Your Tests by Pauline Marol

CXL

Ideas are great - no doubt - but what do you do once you have an entire backlog of ideas? Prioritization is a critical part when building an efficient, impactful testing program. Creating a framework to make smarter choices and thinking deeply about the key factors will make your program successful in the long term. In this session we will talk about how to create a strong prioritization process, how to keep it running, and how to constantly benchmark and optimize your process.

[CXL Live 16] Hooked: How to Build Habit-Forming Products by Nir Eyal

CXL

Social Proof Persuasive Content Framework

Angie Schottmuller

[CXL Live 16] Opening Keynote by Peep Laja

CXL

Conversionboost - Bart Schutz

Online Dialogue

Marshmallows, & the Psychology"behind Evidence-Based Growth. Bart Schutz was invited to speak at Conversionboost 2017 on March 14th. Bart inconveniently clarifies why most of our CRO efforts are just comforting lies; “Most CRO-experts live in the ‘illusion of control’”. He shares his vision and experience on how only combining data with behavioral science, actually leads to true exponential growth in both earnings & learnings, ultimately bridge the gap between optimization and innovation, and questioning whether we should leave our customers behind as the only ones who still live in the ‘illusion of control’.

Mobile CRO - The psychology behind selling to thumbs

Online Dialogue

DPD

Joost Fromberg

Joost Fromberg at the Global Digital Marketing Summit '18

Online Dialogue

Slidedeck smart summit london '17

Joost Fromberg

THE (IR)RATIONAL INCIDENT RESPONSE: HOW PSYCHOLOGICAL BIASES AFFECT INCIDENT ...

DevOpsDays Tel Aviv

Have you ever felt you took every wrong turn possible in the process of mitigating a production incident? Did you go through a 3-hour hell during incident response and felt the incident wasn’t complex enough to justify the horrors you’ve experienced? Did it cause you to question your engineering or problem-solving skills? Well, it’s only partially you. Our brain is wired to make decision-making simpler. In doing so, it exposes itself to biases, heuristics, and other quirks that may seem like “bad decisions” in hindsight. In this talk, through real-life outages, we’ll project those psychological principles onto the world of production monitor, and incident management. As a responder, you’ll learn why those behavioral patterns emerge during production incidents and what can be done to limit their effect, and as a manager, you’ll learn how to enable and encourage a healthy environment to better support those patterns.

Internet of Manufacturing '18

Joost Fromberg

Keynote #gconvert17 - Bart Schutz of Online Dialogue - Online Persuasion - Sy...

Online Dialogue

Viewers also liked

[CXL Live 16] How to Boost Conversions with 1:1 Personalization by Karl Wirth

CXL

[CXL Live 16] You Can’t Make This Stuff Up by Alex Harris

CXL

[CXL Live 16] SaaS Optimization - Effective Metrics, Process and Hacks by Ste...

CXL

[CXL Live 16] Neuro-Persuasion - Brain-Based Strategies for Online Marketers ...

CXL

[CXL Live 16] Optimizing Retention - The Silent Killer and King of Growth by ...

CXL

[CXL Live 16] How to Utilize Your Test Capacity? by Ton Wesseling

CXL

[CXL Live 16] How to Create Landing Pages That Address the Emotional Needs of...

CXL

[CXL Live 16] From WTF to Hell Yes - How to Come Up With Copy That Persuades ...

CXL

[CXL Live 16] The Grand Unified Theory of Conversion Optimization by John Ekman

CXL

[CXL Live 16] Motivational Chemistry and Susceptibility to Digital Persuasion...

CXL

[CXL Live 16] What to Test Next - Prioritizing Your Tests by Pauline Marol

CXL

[CXL Live 16] Hooked: How to Build Habit-Forming Products by Nir Eyal

CXL

Social Proof Persuasive Content Framework

Angie Schottmuller

[CXL Live 16] Opening Keynote by Peep Laja

CXL

Viewers also liked (14)