Date post: | 05-Dec-2014 |
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Upload: | ilive-conference |
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@BartS [email protected] nl.linkedin.com/in/bartschutz/
abtestguide.com online-dialogue.com
wheel-of-persuasion.com
T h e W h e e l o f P e r s u a s i o n
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Kingdom of The Netherlands
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Filmpje Maxima met lijst kenmerken
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
T h e W h e e l o f P e r s u a s i o n
Psychologist
Psychologist
Psychologist Psychologist
Psychologist
Psychologist Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist Psychologist
Psychologist
Psychologist
Psychologist
Psychologist @BartS
Consumer psychologist
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
www.Wheel-of-Persuasion.com
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
S e p a r a t i n g c o n s u m e r s & m o n e y
Iden3fy Separate
B o o s t i n g
h a p p i n e s s
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
B r a i n k n o w l e d g e ?
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
C o n v e r s i o n e x p e r t s ?
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Variation A Variation B
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Variation A Variation B
Zweedse naam Sterre
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
B r a i n k n o w l e d g e ?
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
S c i e n c e
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14 @BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
P s y c h o l o g y i n P r a c t i c e
A t t e n t i o n & P e r c e p t i o n
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Is your Wi l lem inattent ional ly bl ind?
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Is he seeing anything?
99% of what you see, "
is not what you see, but what
you decide to see
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Does his bl indness matter?
Blindsight"To see objects you’re
unaware of
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
• Conscious versus subconscious processing In fact: Do we need Wi l lem?
Subconscious
Conscious (possibly)
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
System 1: Bottom up • Stimulus salience "
(attracts attention due to their properties).
System 2: Top-down • Task or goals
What determines where they look?
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
A n o n y m o u s B r a i n - t e s t i n g e x a m p l e s
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Von Restorff Effect
Von Restorff Effect:
“We automatically pay more
attention to things that are
significantly different”
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Attent ional Bias
Attentional Bias: “We pay attention to the
things that touch us”
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Facial distraction: “Being looked at: Offline = attention
Online = distraction”
Facia l Distract ion
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Gaze Cueing
Gaze cueing Direct the attention "
of that brain…
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Visual Cueing
Visual Cueing: “Our attention is very easily
influenced”
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Visual Cueing
Perception-Behavior Link “Mere perceptions often induce behavior”
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
D e c i s i o n M a k i n g
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
About System 2
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
About System 2
Ratio is about"post-decision ALIBI’S !
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
! Bart Schutz ! dr. Dirk Franssens
“Humans are not a rational animal,
but a rationalizing one”
Leon Festinger
About System 2
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
System 1 versus System 2
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
G r e a t p r i c e i d e a , "o r j u s t a j o k e ?
System 1 versus System 2
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
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? "
System 1 versus System 2
33% or 50% ?
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
System 1 versus System 2
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
System 1 versus System 2
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
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!
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
System 1 versus System 2
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
A n o n y m o u s B r a i n - t e s t i n g e x a m p l e s
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Focusing Effect We can only pay attention to
a few things…
Focusing Effect
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Hobson’s+1 Choice
One-Choice-Paradox Offer a minimum of 2 choices
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Hobson’s+1 Choice
Goal-directed behavior
Don’t distract goal directed
visitors with choices
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Post-decis ion rat ional izat ion
Post-decision rationality Stop focussing on USP’s"
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Subl iminal reassurance
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Self-generat ion effect
Self-Generation Effect We remember & like things more when we thought of it ourselves
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Social Proof
Social Proof Only when it helps to
enhance self-awareness!
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
1.80% 1.85% 1.80% 1.85%
Anchor ing & Adjustments
Clickable hero-shot?
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Anchor ing & Adjustments
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Anchor ing & Adjustments
Target page
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
1.80% 1.85% 1.80% 1.85%
Anchor ing & Adjustments
Anchoring Start high, then move down
X
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Autonomy
“Mandatory field” “Optional field”
Autonomy “Let your customer think he’s free in his choices”
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Foot in the Door
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Toe in the door: Let Maxima touch you!
Foot in the Door
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
THANK YOU !
@BartS [email protected] nl.linkedin.com/in/bartschutz/
abtestguide.com online-dialogue.com
wheel-of-persuasion.com
Want to know more? http://persuasion.tips
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
O n e m o r e t h i n g …
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Yo u r b r a i n i s a l a z y l i a r
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
I t b e l i e v e s ‘ s t o r i e s ’
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
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 ’
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
S o …
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
N E V E R b e l i e v e y o u r b r a i n !
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
n o r ‘ s p e a k e r s ’
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
B u t d o b e l i e v e …
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
y o u r D ATA ! ! !
@BartS | Online Dialogue WheelofPersuasion.com #iLive14 @BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14 @BartS | Online Dialogue WheelofPersuasion.com #iLive14
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
Digital Data Persuasion Psychology
CRO?
Be aware: 70% of A/B-tests are wrong! http://Persuasion.tips
Analyze &
Experiment
CRO? => GROW your business!
@BartS | Online Dialogue WheelofPersuasion.com #iLive14
[beep] BTW: Did you see me on slide 65?
THANK YOU AGAIN!
@BartS [email protected] nl.linkedin.com/in/bartschutz/
abtestguide.com online-dialogue.com
wheel-of-persuasion.com
Want to know more? http://persuasion.tips