Download as PDF, PPTX
Uploaded byKirsten Jongerden
Wheelofpersuasion bartschutz
The document discusses online persuasion strategies, focusing on understanding and influencing customer behavior through psychological principles. Key concepts include autonomy, self-efficacy, the importance of emotions in decision-making, and various persuasion techniques such as nudging and anchoring. The overall message emphasizes that effectively captivating consumer attention and guiding choices can enhance conversion rates.
Wheelofpersuasion bartschutz
- 1.
- 2.
- 4. ENVIRONMENT! CUSTOMER! DIALOGUE! YOU! OFFER!
- 5. Your toolkit isfully equiped!
- 6. Your toolkit isfully equiped!
- 7. Your toolkit isfully equiped! RTD & Learning!
- 8. Yo u rp r o s p e c t i s a b r a i n …
- 9. Yo u rp r o s p e c t i s a b r a i n … How to persuade a brain…
- 13. Psychologists?! About me!
- 14. Psychologist! Psychologist! Psychologis Psychologist! Psychologist! Psychologist! Psychologist! Psycho Psychologist! Psychologist! ychologist! Psychologist! Psychologist! Psycholo sychologist! Psychologist! About me! Psychol Psychologist! Consumer Psychologist!
- 22. Autonomy! McCullagh, 2005 @BartS
- 23. Autonomy! Autonomy “Let your c : ustomer th ink he’s fre in his choic e es” @BartS
- 24.
- 25. Self-efficacy! Self-‐ “Enhance y efficacy: ou of compete r customers feeling nce, even w ith comple Page with “My Booking”! services” x @BartS
- 26.
- 27. Need to belong! X f: S ocial proo s to it help O nly when ness! s elf-‐aware enhance Decreased conversion on this product!! @BartS
- 29. Perception 1. Highly interpre<ve
- 30. Perception! 2. Hyper efficiënt informa<on processing: • 11.000.000 pieces of informa<e / second • 40 reach your clients consciousness @BartS
- 31. Persuasion tech: Incongruency y: Inc ongruenc thing Do some ent… edly differ unexpect @BartS
- 32.
- 33.
- 34. Gaze Distraction! cBon: Facial aAra <on aNen Offline = <on On l i n e = distrac @BartS
- 35. Gaze Cueing! ing: Gaze cue <on Nen Di rect the a n… of that brai @BartS
- 36. Gaze Cueing! Visual Des “The most ign? eff designers m ec?ve persuasive ake minor changes” @BartS
- 38.
- 40. How wonderful isour ratio… really?! • Low capacity: Maximum of 3 -‐ 5 pieces of informa<on RaBo: Get’s beaten by a 1€ calculator @BartS
- 41. How wonderful isour ratio… really?! • Low capacity: Maximum of 3 -‐ 5 pieces of informa<on RaBo: • Unreliable: (lying brain) Get’s beaten by a 1€ calculator RaBo: I’S Is about ALIB n) (post decisio @BartS
- 42. Evolution of ratio! The first brain structure • +/-‐ 500 million years ago @BartS
- 43. 200.000 years ago @BartS
- 44.
- 45. Choice paradox! Our consciousness can’t handle more than 5 choices. 1 choice: “do I choose, … or not?” 2-‐5 choices: “do I choose A, or, or …? > 5 keuzes: “OMG…” @BartS
- 46. Choice paradox! The pa Offer a radox of C minim ho maxim um of ice: um of 2 and 5 cho a ices @BartS
- 49. How important are emoBons? cons Decisio subc ist for 9 ns o n sc 5 ious % out of brain , e proc mo<on esse al s @BartS
- 50. … and how wonderful ü EssenBal ü First ü Unrestricted ess con sciousn d ling un ins<ncts an The ru their i. Per suade o with an alib ra< p rovide @BartS
- 51.
- 52. Emotion affect heuristic! c: heurisB / DMU Affect spect pro Make your u sell them t if yo a bi happy w. But scare e ing ne s erva<v someth u need a con f yo them i choice @BartS
- 54. Foot-between-the-lips! ü Dear mr. Schutz, This is Anita • Do I speak to mr. Schutz? from Nuon. • Are you an entrepreneur? ü Is this a convenient moment for • Are you aware that – since you? January – you can save on your private energy costs by X switching to a business contract? • Essent… Foot-‐be tw Get a fir een-‐the-‐lips: : flow vity! st intera c<on! Yes-‐ osi< p Ac< vate @BartS
- 55.
- 56.
- 57. Anchoring & adjustments! Ancho r Start h ing: than m igh, ove d own @BartS
- 58.
- 59. Nudging! Saturday! @BartS
- 60. Nudging! Put t brain he custo Find jo me out w urney cen r whic he tr h cus n you ca al: tome n rs to nudge Monday! wher e @BartS
- 61.
- 62. Effortless-Quality effect! From search results to:! @BartS
- 63. Effortless-Quality effect! Cust Dem omer Eff andin o g bra rt Score: is exp in ca ensiv pacity e! From search results to price! From search results to product! @BartS
- 64. The Wheel ofPersuasion! @BartS
- 65. The Wheel ofPersuasion! @BartS
- 67. World Wide Walhalla forscientists & businesses
- 68. Analyze! the influencers! Test ! your dialogue Tune! Consumer Brain insights!
- 69.
- 71.
- 72.
- 73. And you… …will bea psychologist
- 74. And you… " “Thank you”" @BartS bart@onlinedialogue.com http://online-persuasion.com http://wheel-of-persuasion.com …will be a psychologist