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.
Top tools needed for advanced penetration testingShivamSharma909
Penetration testing or pen testing is a method of evaluating security levels that are involved in the system or network. It can also be used to determine the flaws or defects related to hardware and software.
https://www.infosectrain.com/blog/top-tools-needed-for-advanced-penetration-testing/
Top tools needed for advanced penetration testingShivamSharma909
Penetration testing or pen testing is a method of evaluating security levels that are involved in the system or network. It can also be used to determine the flaws or defects related to hardware and software.
https://www.infosectrain.com/blog/top-tools-needed-for-advanced-penetration-testing/
You may be a winner in your day job, but talking to the media can be a whole different ball game. Follow these tips to take your interview performance to the next level.
HBaseCon 2012 | Building Mobile Infrastructure with HBaseCloudera, Inc.
In this session you will learn the common mistakes made when deploying a high write environment when building an analytics database in HBase, as well as tips on how to diagnose and debug performance bottlenecks, and an overview of an open source monitoring utility developed at Urban Airship for finding HBase hotspots. This session will also present a case study on how Urban Airship replaced a tag system running on a highly sharded PostgreSQL cluster to HBase, the options explored to create a high throughput Boolean tag system and how it was ultimately built on HBase.
Sim, tiara ayuningsih, hapzi ali, mm, terbentuknya kantor maya dalam persaing...Tiara Ayuningsih
TERBENTUKNYA KANTOR MAYA DALAM PERSAINGAN BISNIS
Yang dimaksud dengan Kantor Maya (Virtual office) adalah suatu konsep yang mengenalkan pekerjaan kantor yang dilaksanakan secara virtual dengan jalan membangun suatu link antara pekerja yang satu dengan yang lainya di tempat yang berbeda unuk menyelesaikan pekerjaan kantor, biasanya link-link ini saling berhubungan dengan memanfaatkan sitem komunikasi elektrik.
Keynote Digital Data Tips Tuesday - Amsterdam - June 24th 2014 - A/B-testing ...Online Dialogue
Keynote by @tonw / Ton Wesseling - CEO of http://testing.agency - he shares all the failures he saw and also made himself on analytics and A/B-testing.
Are you also questioning why your total website revenue is not exploding after you've put all those A/B-test winners live? Find the answers in these slides.
You may be a winner in your day job, but talking to the media can be a whole different ball game. Follow these tips to take your interview performance to the next level.
HBaseCon 2012 | Building Mobile Infrastructure with HBaseCloudera, Inc.
In this session you will learn the common mistakes made when deploying a high write environment when building an analytics database in HBase, as well as tips on how to diagnose and debug performance bottlenecks, and an overview of an open source monitoring utility developed at Urban Airship for finding HBase hotspots. This session will also present a case study on how Urban Airship replaced a tag system running on a highly sharded PostgreSQL cluster to HBase, the options explored to create a high throughput Boolean tag system and how it was ultimately built on HBase.
Sim, tiara ayuningsih, hapzi ali, mm, terbentuknya kantor maya dalam persaing...Tiara Ayuningsih
TERBENTUKNYA KANTOR MAYA DALAM PERSAINGAN BISNIS
Yang dimaksud dengan Kantor Maya (Virtual office) adalah suatu konsep yang mengenalkan pekerjaan kantor yang dilaksanakan secara virtual dengan jalan membangun suatu link antara pekerja yang satu dengan yang lainya di tempat yang berbeda unuk menyelesaikan pekerjaan kantor, biasanya link-link ini saling berhubungan dengan memanfaatkan sitem komunikasi elektrik.
Keynote Digital Data Tips Tuesday - Amsterdam - June 24th 2014 - A/B-testing ...Online Dialogue
Keynote by @tonw / Ton Wesseling - CEO of http://testing.agency - he shares all the failures he saw and also made himself on analytics and A/B-testing.
Are you also questioning why your total website revenue is not exploding after you've put all those A/B-test winners live? Find the answers in these slides.
A brief, high-level overview and introduction on A/B testing
- What can you test?
- Famous A/B Testing Case Studies from the 2008 Presidential Election
- The technology behind A/B testing including Javascript, jQuery
- Tools you can use including: Optimizely, Visual Website Optimizer, Unbounce, Google Analytics
- Pluses and minues to A/B testing
'Demystifying Knowledge Transfer- an introduction to Implementation Science M...NEQOS
Powerpoint presentation from 'Demystifying Knowledge Transfer: an introduction to Implementation Science' - 28th May 2014.
Facilitated by Professor Jeremy Grimshaw and Dr Justin Presseau
Google Partner Agency Digital Breakfast with Geary LSFKatie Fellenz
Geary LSF and Google partnered up to present the latest innovation at Google and in digital marketing at an exclusive Google Partner Agency event in San Francisco.
University of Nebraska Think Tank: Google Analytics as your Digital Marketing...Caleb Whitmore
A presentation covering the what, why, and how for using Google Analytics as the central hub for gaining marketing insights and acting on them to drive business growth.
Evolution of TV Measuring Across All Screens | Think With GoogleArgent media agency
No matter how measurement is structured in the future, or what changes are on the horizon in terms of technology and viewer behavior, digital will continue to lead the way to greater clarity and precision. Advertisers will have better efficiency, programmers can maximize the value of their inventory, and consumers will have a better viewing experience. And that’s a win-win for everyone.
The problem
Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much
The real problem
One month Winner! Two months Three months Four months Five months Six months Seven months Eight months Nine months
1 winner per year
QUOTE FROM ELON MUSK BIOGRAPHY “ He would place this urgency that he expected the revenue in ten years to be ten million dollars a day and that every day we were slower to achieve our goals was a day of missing out on that money.
We’re missing out on this
But…why?
TOO MANY IDEAS!
170 ideas in 3 minutes
Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price
Er.
We need a process
Find out what’s stopping folks from converting…
…fix it.
Thanks
I’ll be here all night
Step 1: Take these ideas…
Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price
…and throw them away.
Step 2: Listen to your customers and prospects
Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price These ideas are good. They just might not be for you.
Gut Your gut is good. It just knows too much.
Curse of knowledge
USER TESTING
Send 3 users through your funnel
Send 3 users to your competition
Send 3 users to a HUGE company in your space
PEEK
QUALAROO
CHAT TRANSCRIPTS
SALES PEOPLE AND SUPPORT
Step 3: Use a framework to make decisions
Test summary Test objective Hypothesis Opportunity size Time to test Likely scenarios Next steps What worked? What didn’t work? HTTP://BIT.LY/ABTEST-FRAMEWORK
The problem
Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much
The problem opportunity
Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much
Not so much Winner! Not so much Not so much Not so much Winner! Not so much Not so much Not so much Not so much
Not so much Not so much Not so much Winner! Not so much Not so much Winner! Not so much Not so much Winner!
Auto aftermarket digital driver research studiesHouseLead Italia
The needs of aftermarket shoppers haven’t changed. There are two types of behaviors when it comes to vehicle parts and accessories purchases: Proactive drivers buy for the season, enhancement and regular maintenance, while reactive ones purchase for repairs. But what has changed?
“In God we trust, all others must bring data”. Intuition, experience and well known patterns may give us good indications of successful ideas and features, but nothing gets closer to the truth than data analysis and A/B testing. In this workshop, we’ll show how we do experimentation at Booking: what we test, how to get data through templates and JavaScript, and how we analyse the resulting metrics. We’ll live-code examples, see all potential caveats of dealing with the user tracking on the client-side, and show existent tools you can use to test your own ideas.
What is A/B testing? A SCIENTIFIC METHOD OF PROOF
WHAT IS A/B TESTING FOR MARKETING
Where do you start testing? THE DON’TS
WHERE DO YOU START TESTING?
DON’T JUST GUESS
SUB OPTIMIZE • Button colors • Small copy changes • Small layout changes • Fonts, font size
WATCH OUT FOR BUZZ • Don’t just test what the gurus say • What works for others may not work for you
PREMATURE TESTING • Testing without traffic • Before you know what and why you are testing
Where do you start testing? THE DOS
DO YOUR HOMEWORK You have to put in the work to get great results • Learn as much as you can about A/B testing • Study the great people out there • What’s their process and insights?
A framework for success The basis of a successful testing program
Research Know what to test and see the greatest improvements
DIVE INTO YOUR DATA
FIND YOUR BIGGEST OPPORTUNITIES
INVESTIGATE THE OPPORTUNITY TO UNDERSTAND IT
FORM A HYPOTHESIS By doing A, B will happen, Because of C
BUILD THE TEST
LAUNCH THE TEST VS. Control Variant
THE TEST VS. +24.01% increase in registrations!! 100% Significance
DOCUMENT AND SHARE YOUR FINDINGS Documenting all your tests and results • Increases company transparency • Helps others know where tests are going on • Makes it easier to call tests • Makes learnings available for everyone in company
REPEAT THE PROCESS AS OFTEN AS POSSIBLE
Control vs. Variant
“Only 1 out of 8 A/B tests have driven significant change.” Noah Kagan AppSumo*
“The goal of a test is to get a learning, not a lift. With enough learnings, you can get the real lift,” Dr. Flint McGlaughlin MECLABS
RULES OF THUMB FOR TESTING Things to remember when we are testing • Min. 2000 visitors • Min. a few hundred conversions • At least one full cycle > 2 week • >99% statistical significance • Keep a backlog of test hypothesis • Build next tests as the current one is running *More info at http://kiss.ly/1vF4wUc and http://kiss.ly/1Q4vTm0
Tooltips AND BURGERS
How I like my testing burger Tooltips for your testing framework
Tool Company Why do I like it? Analytics Kissmetrics Shows me my actual customers and their behavior Surveys Qualaroo and/or SurveyMonkey Easy to use/Deep qualitative insights Project Management Trello Manage my time + communicate with collaborators
Tool Company Why do I like it? Company Wiki Confluence Document initial thoughts for everyone Testing platform* Optimizely, Pardot, Adwords Easily build tests and get data Analytics Kissmetrics Let’s me confirm and verify down my funnel Company Wiki Confluence Documentation and learnings for everyone *Includes actual testing platform and tools that have testing capabilities
Not everyone likes their burger the same way How do you take yours?
Trust the process Share your leanings Stack your results A/B TESTING FOR SUCCESS
A/B Testing at Pinterest: Building a Culture of Experimentation WrangleConf
Presenter: Andrea Burbank, Pinterest
A successful experimentation program consists of much more than mere randomization and measurement. How do you help stakeholders understand the right things to measure, avoid common pitfalls, and learn to rely on A/B tests as the best way to measure a new system or feature? In this talk, Andrea will explain how building a culture of experimentation and the right tools to support it is just as important as the statistics behind the comparisons themselves - and potentially much trickier to get right.
Millward brown vermeer organizational design think brand 2014 snfVermeer
MB Vermeer partnered with Google for Organizing for Marketing in a Digital Age – a thought-leadership initiative that codified best practices and practical insights into how winning teams are organizing for the evolving digital landscape. CMO Marc de Swaan Arons presented the findings to +500 senior level marketers at the Google ThinkBrand conference this October.
De kracht van zowel optimalisatie als Scrum, is om snel en slimmer te komen tot functionaliteiten, producten en diensten die waardevol zijn voor bezoekers of klanten. Bij allebei de werkwijzen is het team zelf in staat om te kiezen wat er wordt gemaakt, hoe dit wordt gedaan en hoe dit leidt tot tastbare producten. Er zijn namelijk veel overeenkomsten, maar hoe zorg je dat beide werkwijzen samen jouw organisatie doen groeien? En hoe kunnen ze in de praktijk met elkaar verweven worden?
In his presentation Bart shares his 'why, how and what-model' and talks about making validation part of your organization.
Need help with conversion optimization? - call Online Dialogue! We operate throughout Europe: +31304100170
In this talk Tom gives 10 tips to increase the ROI of your conversion programme.
Need help? - call Online Dialogue! We operate throughout Europe: +31304100170
Validation in every Organisation - Ton Weseling - CRO Elite keynote London - ...Online Dialogue
If you've moved from CRO specialists to Centralized CRO teams, your next step will be to get Evidence Based Growth in the whole organisation. Moving from gut feel decision making to evidence based decision making in every team. To be able to do so you need to change the role of the CRO team to a Center of Excellence. They need to become champions of enabling others to move forward with trustworthy evidence based decision making. In this talk Ton looked forward to the future of people the call themselves CRO specialists.
Need help setting up a Validation Center of Excellence - call Online Dialogue! We operate throughout Europe: +31304100170
Dialogue Donderdag #28 Joost Baalbergen, Eline van Baal en Roos van DamOnline Dialogue
Op donderdag 1 november organiseerde Online Dialogue alweer de 28e Dialogue Donderdag, ons klant- en kennis-event dat ook wel bekend is als de DiDo. Met dit keer als onderwerp: Psychologie: geen trucje, maar de rode draad van jouw CRO programma
Op donderdag 1 november organiseerde Online Dialogue alweer de 28e Dialogue Donderdag, ons klant- en kennis-event dat ook wel bekend is als de DiDo. Met dit keer als onderwerp: Psychologie: geen trucje, maar de rode draad van jouw CRO programma
Bart Schutz was the closing keynote at Conversions@Google in Dublin, Ireland on November 9th 2017. If you want to learn more and how to improve the speed and success of your conversion optimization activities, please contact us at info@onlinedialogue.com
Verborgen psychologen in de spotlight: Om vakgenoten te ontmoeten en inspiratie op te doen, organiseerden we een seminar voor 'verborgen psychologen’. Deel van de seminar was een workshop om de psychologen onderling elkaar echt te laten ontmoeten.
Keynote #DAC17 - Bart Schutz - Marshmallows and the psychology behind evidenc...Online Dialogue
Opening keynote by Bart Schutz of Online Dialogue at the Digital Analytics 2017 Conference in Utrecht, the Netherlands: Marshmallows and the psychology behind evidence based growth
Keynote on Online Experiments by Ton Wesseling - Online Dialogue at the Web A...Online Dialogue
Online Experiments: Transactions, Information, Transformation. Keynote by Ton Wesseling of http://onlinedialogue.nl - thought leading agency in CRO and the biggest CRO specialized agency in the Netherlands at the Web Analytics Wednesday at the Optimizely EMEA HQ in Amsterdam. 40 minute talk on September 6th 2017.
Keynote on Online Experiments by Ton Wesseling - Online Dialogue at the Web A...
Keynote Wheel of Persuasion - Bart Schutz of Online Dialogue on how to persuade system 1 and system 2 - with A/B-test examples
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. 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. @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. @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. @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. 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. @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. @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. 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. @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. 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. 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. 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. 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. 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. @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. 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. 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. 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. 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. @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. 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. 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. 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. @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. @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. 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. 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. @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. @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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Visual Cueing
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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. D e c i s i o n Ma k i n g
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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. 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%
?
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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. 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. 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. 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. 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. About System 2
Bart Schutz
dr. Dirk Franssens
“Humans are not
a rational animal,
but a rationalizing one”
Leon Festinger
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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
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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. 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. 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. Post -decision rat ional izat ion
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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. Sel f -generat ion effect
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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. 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. Social Proof
Social Proof
Only when it helps to
enhance self-awareness!
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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. Anchor ing & Adjustments
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67. Anchor ing & Adjustments
Target page
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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. 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. Foot in the Door
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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. @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. @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. @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. @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. @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
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. 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. 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. 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. S o …
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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. 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. 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. 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. @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. @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. 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. 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. 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. 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. [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