Wheelofpersuasion bartschutz

O n l i n e P e r s u a s i o n

O n l i n e - P e r s u a s i o n . c o m

ENVIRONMENT!

YOU!CUSTOMER!

OFFER!

DIALOGUE!

Your toolkit is fully equiped!

Your toolkit is fully equiped!

RTD & Learning!

Your toolkit is fully equiped!

Yo u r p r o s p e c t i s a b r a i n …

H o w t o p e r s u a d e a b r a i n …

Yo u r p r o s p e c t i s a b r a i n …

Psychologists?!

About me!

Consumer Psychologist!

Psychologist!

Psychologist!

Psychologist!

Psychologist!

Psychologist!

Psychologist!Psychologist!

Psychologist!

Psychologist!

Psychologist!

Psychologist!

Psychologist!Psychologist!

Psychologist!

Psychologist!

Psychologist!

Psychologist!

Psychologist!About me!

@BartS  

Autonomy!

McCullagh,  2005  

@BartS  

Autonomy!

Autonomy:  “Let  your  customer  think  he’s  free  in  his  choices”    

@BartS  

Self-efficacy!

@BartS  

Page with “My Booking”!

Self-efficacy!

Self-­‐efficacy:  “Enhance  your  customers  feeling    of  competence,  even  with  complex  services”    

@BartS  

Need to belong!

@BartS  

X  

Need to belong!

Decreased conversion on this product!!

Social  proof:  

Only  when  it  helps  to  

enhance  self-­‐awareness

!  

Perception  1.  Highly  interpre<ve  

@BartS  

Perception!

2.  Hyper  efficiënt  informa<on  processing:  •  11.000.000  pieces  of  informa<e  /  second  •  40  reach  your  clients  consciousness  

@BartS  

Persuasion  tech:  Incongruency  

Incongruency:  

Do  something    

unexpectedly  different…

@BartS  

Visual Cueing!

@BartS  

Gaze Cueing!

@BartS  

Facial  aAracBon:  

Offline  =  aNen<on  

Online  =  distrac<on  

Gaze Distraction!

@BartS  

Gaze Cueing!

Gaze  cueing:  

Direct  the  aNen<on    

of  that  brain…  

@BartS  

Gaze Cueing!

Visual  Design?  “The  most  effec?ve  persuasive  designers  make  minor  changes”    

Rationality!

@BartS  

How wonderful is our ratio… really?!

•  Low  capacity:  Maximum  of  3  -­‐  5  pieces  of  informa<on  

  RaBo:  

Get’s  beaten  by  a    

1€  calculator    

@BartS  

How wonderful is our ratio… really?!

•  Low  capacity:  Maximum  of  3  -­‐  5  pieces  of  informa<on  

RaBo:  

Is  about  ALIBI’S  

(post  decision)  

RaBo:  

Get’s  beaten  by  a    

1€  calculator  •  Unreliable:  (lying  brain)    

@BartS  

Evolution of ratio!

The  first  brain  structure  •  +/-­‐  500  million  years  ago  

@BartS  

200.000  years  ago  

@BartS  

15  sec  

@BartS  

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…”  

Choice paradox!

@BartS  

Choice paradox!

The  paradox  of  Choice:  Offer  a  minimum  of  2  and  a  maximum  of  5  choices  

@BartS  

How  important  are  emoBons?  

Decisions  consist  for  95%  out  of  

subconscious,  emo<onal  brain  processes  

@BartS  

…  and  how  wonderful  

ü EssenBal  ü First  ü Unrestricted  

The  ruling  uncons

ciousness  

Persuade  their  ins

<ncts  and  

provide  ra<o  wit

h  an  alibi.  

@BartS  

Emotion affect heuristic!

@BartS  

Affect  heurisBc:  

Make  your  prospec

t  /  DMU  

happy  if  you  sell  

them  

something  new.  But  

scare  a  bit  

them  if  you  need  a  con

serva<ve  

choice  

Emotion affect heuristic!

@BartS  

•  Do  I  speak  to  mr.  Schutz?  •  Are  you  an  entrepreneur?  •  Are  you  aware  that  –  since  

January  –  you  can  save  on  your  private  energy  costs  by  switching  to  a  business  contract?    

•  Essent…    

ü  Dear  mr.  Schutz,  This  is  Anita    from  Nuon.    

ü  Is  this  a  convenient  moment  for    you?  

X                 

Foot-­‐between-­‐the-­‐lips:  Get  a  first  interac<on!   Yes-­‐flow:  

Ac<vate  po

si<vity!  

Foot-between-the-lips!

@BartS  

Foot-between-the-lips!

@BartS  

Anchoring & adjustments!

@BartS  

Anchoring & adjustments!

Anchoring:  Start  high,    than  move  down  

@BartS  

Nudging!

@BartS  

Saturday!

Nudging!

@BartS  

Monday!

Nudging!

Put  the  customer    brain  journey  central:  

Find  out  when  you  can  nudge  

which  customers  to  where  

@BartS  

Effortless-Quality effect!

@BartS  

Effortless-Quality effect!

From search results to:!

@BartS  

From search results to price! From search results to product!

Effortless-Quality effect!Customer  Effort  Score:  

Demanding  brain  capacity    is  expensive!  

@BartS  

The Wheel of Persuasion!

@BartS  

The Wheel of Persuasion!

W o r l d W i d e W a l h a l l a

f o r s c i e n t i s t s & b u s i n e s s e s

Consumer Brain insights!

Tune!

Test your dialogue!

Analyze!the influencers!

@BartS  

@BartS  

P e r s u a d i n g c u s t o m e r s ?

P e r s u a d i n g b r a i n s …

A n d y o u …

… w i l l b e a p s y c h o l o g i s t

A n d y o u …

… w i l l b e a p s y c h o l o g i s t

"

“Thank you”"

@BartS [email protected] http://online-persuasion.com http://wheel-of-persuasion.com