Online Persuasion - Bart Schutz

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Keynote of Bart Schutz at "A night of persuasion & optimization" by the http://www.onlineoptimizers.eu meetup group (http://www.meetup.com/onlineoptimizers). Location: Optimizely HQ - part of Amsterdam e-Week.

Technology Education

Online Persuasion

Bart Schutz | @BartS | LinkedIn.com/in/bartschutz

Online Dialogue B.V.

Digital Data

@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

Psychology

Psychology
Psychology

Psychology

Psychology

Psychology

Psychology

Psychology
Psychology

Psychology
Psychology
Psychology

Psychology

Psychology

Psychology

Psychology
@BartS | Online Dialogue

Psychology
Psychology

WheelofPersuasion.com

Psych
#optimize

@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

WheelofPersuasion.com

"
uasion

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Whee

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Acces

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bosto
"

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(availa

@BartS | Online Dialogue

WheelofPersuasion.com

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until O

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#optimize

Decision making

@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

Decision Making
  System 1
  System 2

@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

System 1 & System 2

System 1 is always ‘on’
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

System 1 & System 2
System 1
  Automatic
  Fast
  Rich
  Effortless
  No control

17
x
24
=
?

System 2
  Reasoning, logic
  Slow
  Poor
  Effortfull
  Control (choice)

System 1 is emotional

System 2 is rational
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

Choice Paradox

e
The Paradox of Choic
and a
Offer a minimum of 2
es
maximum of 5 choic
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

Choice Paradox

Goal directed?
nting!
Different from orie
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

Gaze Placement

“In Gaze Placement”
Put your most persuasive
content in your customers’
gaze
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

System 2

Post-decision rati
onalization
Our consciousne
ss is about
post-decision AL
IBI’S !
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

Post-decision rationalization

"
Post-decision ration
ality
Stop focussing on U
SP’s"

@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

System 1
  Essential
  First

@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

Subliminal reassurance

!!! It’s all about system 1 !!!
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

Present focus bias

“Don’t make me think
consiously”
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

Ambiguity Aversion

Ambiguity Aversion:
“We prefer options that are
certain”
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

Focusing effect

ming
Emphasis Fra
subsets
us on speciﬁc
“The foc
, highly
levant aspects
of re
dgments”
uences our ju
inﬂ
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

Equivalence Framing

Equivalence Framing
“The way things are stated or portrayed,
highly inﬂuences our choices”
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

Visual cueing

Visual Cuein
g:
“Our attentio
n is very
easily inﬂuen
ced”
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

Toe in the Door

Toe in the door:
Get that 1st click!
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

The Wheel of Persuasion

@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

One more thing…

@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

Apply"
! You need a psychologist !
science

Digital Data

Persuasion Psychology

“today start-ups are increasingly looking to
the principles of behavioral psychology to
encourage behaviors and return visits”
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize

Next cou

Beginnin

(“we’re c
o

rse:

g 2014"

nsidering

online”)

@BartS
bart @ onlinedialogue.com
nl.linkedin.com/in/bartschutz/

n
ersuasio
heel of P
W
ode :

Access

C

bostotn"0th 2013)
1

(available

until Oc

online-dialogue.com
online-persuasion.com
wheel-of-persuasion.com

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’.

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Online Persuasion - Bart Schutz

1. Online Persuasion Bart Schutz | @BartS | LinkedIn.com/in/bartschutz Online Dialogue B.V.

2. Digital Data @BartS | Online Dialogue WheelofPersuasion.com #optimize

3. Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology @BartS | Online Dialogue Psychology Psychology WheelofPersuasion.com Psych #optimize

4. Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology Psychology @BartS | Online Dialogue Psychology Psychology WheelofPersuasion.com Psych #optimize

5. @BartS | Online Dialogue WheelofPersuasion.com #optimize

6. @BartS | Online Dialogue WheelofPersuasion.com #optimize

7. @BartS | Online Dialogue WheelofPersuasion.com #optimize

8. @BartS | Online Dialogue WheelofPersuasion.com #optimize

9. WheelofPersuasion.com " uasion rs l of Pe Whee de : s Co Acces n" bosto " ble (availa @BartS | Online Dialogue WheelofPersuasion.com ct 1 until O 13) 0th 20 #optimize

10. Decision making @BartS | Online Dialogue WheelofPersuasion.com #optimize

11. Decision Making   System 1   System 2 @BartS | Online Dialogue WheelofPersuasion.com #optimize

12. System 1 & System 2 System 1 is always ‘on’ @BartS | Online Dialogue WheelofPersuasion.com #optimize

13. System 1 & System 2 System 1   Automatic   Fast   Rich   Effortless   No control 17 x 24 = ? System 2   Reasoning, logic   Slow   Poor   Effortfull   Control (choice) System 1 is emotional System 2 is rational @BartS | Online Dialogue WheelofPersuasion.com #optimize

14. Choice Paradox e The Paradox of Choic and a Offer a minimum of 2 es maximum of 5 choic @BartS | Online Dialogue WheelofPersuasion.com #optimize

15. Choice Paradox Goal directed? nting! Different from orie @BartS | Online Dialogue WheelofPersuasion.com #optimize

16. Gaze Placement “In Gaze Placement” Put your most persuasive content in your customers’ gaze @BartS | Online Dialogue WheelofPersuasion.com #optimize

17. System 2 Post-decision rati onalization Our consciousne ss is about post-decision AL IBI’S ! @BartS | Online Dialogue WheelofPersuasion.com #optimize

18. Post-decision rationalization " Post-decision ration ality Stop focussing on U SP’s" @BartS | Online Dialogue WheelofPersuasion.com #optimize

19. System 1   Essential   First @BartS | Online Dialogue WheelofPersuasion.com #optimize

20. Subliminal reassurance !!! It’s all about system 1 !!! @BartS | Online Dialogue WheelofPersuasion.com #optimize

21. Present focus bias “Don’t make me think consiously” @BartS | Online Dialogue WheelofPersuasion.com #optimize

22. Ambiguity Aversion Ambiguity Aversion: “We prefer options that are certain” @BartS | Online Dialogue WheelofPersuasion.com #optimize

23. Focusing effect ming Emphasis Fra subsets us on speciﬁc “The foc , highly levant aspects of re dgments” uences our ju inﬂ @BartS | Online Dialogue WheelofPersuasion.com #optimize

24. Equivalence Framing Equivalence Framing “The way things are stated or portrayed, highly inﬂuences our choices” @BartS | Online Dialogue WheelofPersuasion.com #optimize

25. Visual cueing Visual Cuein g: “Our attentio n is very easily inﬂuen ced” @BartS | Online Dialogue WheelofPersuasion.com #optimize

26. Toe in the Door Toe in the door: Get that 1st click! @BartS | Online Dialogue WheelofPersuasion.com #optimize

27. The Wheel of Persuasion @BartS | Online Dialogue WheelofPersuasion.com #optimize

28. One more thing… @BartS | Online Dialogue WheelofPersuasion.com #optimize

29. Apply" ! You need a psychologist ! science Digital Data Persuasion Psychology “today start-ups are increasingly looking to the principles of behavioral psychology to encourage behaviors and return visits” @BartS | Online Dialogue WheelofPersuasion.com #optimize

30. Next cou Beginnin (“we’re c o rse: g 2014" nsidering online”) @BartS bart @ onlinedialogue.com nl.linkedin.com/in/bartschutz/ n ersuasio heel of P W ode : Access C bostotn"0th 2013) 1 (available until Oc online-dialogue.com online-persuasion.com wheel-of-persuasion.com

Online Persuasion - Bart Schutz

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