Conversion and the art of data driven persuasive psychology - Online Dialogue - Bart Schutz - #wuc15 Berlin

OnlineDialogue.com | Bart Schutz #WUC

C o n v e r s i o n & t h e a r t o f D a t a - D r i v e n P e r s u a s i v e P s y c h o l o g y


Just to wake you up…

Variation A Variation B


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? "

Just to wake you up…

It’s 33%... Although we are convinced that we are rational beings;

We are not…


How rat iona l or i r ra t iona l are we?



How rat iona l or i r ra t iona l are we?


We have a dua l process ing bra in



Ratio"requires full attention and can’t deal with distraction

How power fu l is system 2?



At the end of this test, I ask a question.

Don’t stop and think about it Answer is immediately!



Ego-depletion"Our mental energy for self-control is quickly used up



Web is costing Ratio"lots of effort…

OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #HostelWorld


And mobile even more…



That ’s why you get CR-graphs l ike these


Or these…






www . Whee l o f Pe rsuas ion . com


The Squa re o f Pe rsuas ion Desire = Ratio Desire = Emotions

Pres

ent =

Em

otio

ns

Pres

ent =

Rat

io

1

2

4

3


T h e N a k e d C o n s u m e r P a r t 1 : W h e n y o u n e e d r a t i o , b u t r a t i o i s a s l e e p …


Do someth ing that system 1 doesn’t get

Go against habits Make sure system 1 can’t deal with it automatically


Or use a ler t ing t r iggers

Self-Generation Effect We remember & like things more when we thought of it ourselves

Test done by TrafficBuilders during OnlineDialogue’s Master of Online Persuasion Course

OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #HostelWorld


T h e N a k e d C o n s u m e r P a r t 2 : W h e n y o u n e e d r a t i o , a n d r a t i o i s a w a k e


And d i rect the i r focus

Visual Cueing: “Our attention is very easily

influenced”


Do not deplete the i r Rat io !

Flow = Step 3: /konfiguracja-‐zamowienia Step 4: /koszyk


P a r t 3 : W h e n y o u n e e d e m o t i o n s , g e t r i d o f r a t i o n a l i t y


Do deplete Rat io when i t ’s aga inst you

One-Choice-Paradox Offer a minimum of 2

choices Test done by Conrad during OnlineDialogue’s Master of Online Persuasion Course


By adding energy dra iners

Test done by Conrad during OnlineDialogue’s Master of Online Persuasion Course


T h e N a k e d C o n s u m e r P a r t 4 : W h e n y o u n e e d e m o t i o n s , m a k e s u r e r a t i o n a l i t y d o e s n o t w a k e u p


Often i t ’s best to have Rat io in a coma

Decrease Usability When you have to "

get rid of Ratio


Rat iona l arguments of ten don’t matter


They might when ‘emot iona l ly charged’

Attention Bias: “We pay attention to the things

that touch us”


A n d w e d o n ’ t c a r e


W e ’ l l t e l l o u r s e l v e s c o m f o r t i n g l i e s


When Rat io wakes up, i t s tar ts ly ing

Our consciousness is about"post-decision rationalization "

(ALIBI’S)! Our consciousness = "

Our comfortness


O u r b r a i n i s n o t r a t i o n a l

1.  Usually asleep 2.  Quickly distracted 3.  Or depleted


O u r b r a i n i s r a t i o n a l i z i n g

While our subconscious and automated system 1

takes most decisions.


That ’s why we love phys ica l touch

Variation A Variation B

Foot in the door"That 1st small commitment

is half the battle


Bart Schutz - @BartS [email protected] nl.linkedin.com/in/bartschutz/

testing.agency online-dialogue.com

wheel-of-persuasion.com


Thank you!

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Conversion and the art of data driven persuasive psychology - Online Dialogue - Bart Schutz - #wuc15 Berlin

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