Performance 2011 - Bart Schutz - Online Dialogue

transcript

1 december 2011 Pakhuis de Zwijger, Amsterdam

Bart Schutz

NIET HIER KIJKEN

Bart Schutz

@BartS | @ePersuasion

Bart Schutz

“I hate traffic, clicks, bounce rates and

conversion”

How to optimize your performance based advertising?

Performance

Bart Schutz

5. Your environment

2. You

3. Your offer

4. Your dialogue

1. Your client

Bart Schutz

1. Needs

2. Perception

3. Ratio’s

4. Emotions

5. Decision making

Bart Schutz

Maslow

Bart Schutz

Examples of need persuasion techniques

Status

Autonomy

Self-expression

Authenticity

Bart Schutz

Example: Autonomy

Bart Schutz

Perception

Hyper efficiënt information processing:

– 11.000.000 pieces of informatie / second

– 40 reach your clients consciousness

Bart Schutz

Examples of perception persuasion techniques

Perceptual contrast / Framing

Priming

Incongruency / Surprise / Contrast / Curiosity

Visual cueing (gaze cueing)

Achievements / Collecting & Set completion

Competition

Visual imagery

Augmented reality

Subliminal perception

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Example: Perceptual contrast / framing

The ‘ugly brother’

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Example: Perceptual contrast / framing

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Example: Priming

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Example: Incongruency

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Example: Gaze cueing

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Example: Gaze cueing

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Example: Negative gazing

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Example: Achievement & Set completion

Humans are still ‘hunters & gatherers’

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“I hate ratio”

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600 billion years ago

Evolution of our ratio

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2 billion years ago

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200.000 years ago

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200.000 jaar geleden

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“When it comes to the new parts of the brain,

evolution just hasn’t had time to work out

the kinks”Jonah Lehrer

Bart Schutz 23:59:30versus 00:00:30

Bart Schutz

How wonderful is our ratio… really?

Low capacity: Maximum of 3 - 5 pieces of information

Bart Schutz

Unreliable

“A chicken head belongs to a chicken,

and the shovel is needed to muck out

the coop”Split brain patient

Bart Schutz

Afterwards

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Afterwards“By the time

consciousness kicks in, most of the work has already been done”John-Dylan Haynes

Bart Schutz

Emotional

Bart Schutz

Exemples of rational persuasion techniques

KISS / Usability

The paradox of Choice

Conditioning

– Periodic & variable reïnforcement

– Feedback & Feedforward

Memory techniques

– Recognition over recall

– Familiarity bias

Bart Schutz

Example: The paradox of Choice

Our consciousness can’t handle more than 5 choices.

1 choice: “do I click, … or not?”

2-5 choices: “do I click A, or, or …?

> 5 keuzes: “OMG…”

Bart Schutz

Example: The paradox of Choice

Bart Schutz

Example: subliminal reasoning

‘because’ persuades with smaller requests

Bart Schutz

Examples of emotional persuasion techniques

Emotion – affect heuristic

Delighters

Yes-flow

Carrot & the Stick

Risk aversion

Bart Schutz

Example: Emotion affect heuristic

Bart Schutz

Example: The carrot & the stick

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Example: The carrot & the stick

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The carrot & the stick

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Example: Delighters (404's)

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Your clients brain is an argument

Bart Schutz

Insula inhibition…

Best presentation?

– twenty euros

– €20

– 20

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Persuasion

De crux van Superformance Based Advertising

Bart Schutz

The Deliberation-Without-Attention Effect

Het slimme onbewuste

Conscious deliberation Subconscious deliberation

Simple:• 4 cars• 4 attributes(16 pieces of information)

Complex:• 4 cars• 12 attributes(48 pieces of information)

Bart Schutz

Simple decisions

Complex decisions

Bart Schutz

Simple product Complex product

Best offer

Less than best offer

De crux van Superformance Based Advertising

Bart Schutz

Deze presentatie en meer vindt u op:

www.Online-Persuasion.com

@BartS | @ePersuasionBart@onlinedialogue.comVragen?

Performance 2011 - Bart Schutz - Online Dialogue

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