Chief Persuasion Officer Bart Schutz of Online Dialogue at Conversion Jam 4 #cjam4 in Stockholm - october 2014 Talking about System 1 and System 2 - Maxima & Willem More info: http://wheel-of-persuasion.com http://abtestguide.com/calc http://onlinedialogue.com http://testing.agency and http://persuasion.tips

1. T h e Wh e e l o f P e r s u a s i o n
@BartS
bar@onlinedialogue.com
nl.linkedin.com/in/bartschutz/
abtestguide.com
online-dialogue.com
wheel-of-persuasion.com

2. ht tp: / /abtestguide.com/calc
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

3. @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

4. Konungariket Sverige Konungariket Nederländerna
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

5. @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

6. @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

7. @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

8. @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

9.  Slow & lazy
 Rational
 Reason & logic
 Rules
 Requires
attention
 Effortful
 Controls Maxima
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

10. @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

11. @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

12. Filmpje Maxima met lijst kenmerken
 Fast & never sleeps
 Emotional
 Intuitive & associative
 Naughty
 Multi-tasking
 Effortless
 No control
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

13. @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

14. T h e Wh e e l o f P e r s u a s i o n
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

15. Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist @BartS
Consumer psychologist
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

16. www.Wheel -of-Persuasion.com
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

17. Identify Separate
B o o s t i n g
S e p a r a t i n g c o n s ume r s & mo n e y
h a p p i n e s s
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

18. @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

19. B r a i n k n o w l e d g e ?
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

20. C o n v e r s i o n e x p e r t s ?
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

21. Variation A Variation B
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

22. Variation A Variation B
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

23. Wilma Julia
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

24. B r a i n k n o w l e d g e ?
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

25. S c i e n c e
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

26. @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

27. @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

28.  Slow & lazy
 Rational & logic
 Conscious
 Reasons & Rules
 Requires
attention
 Effortful
 Control
 Fast & always on
 Emotional
 Subconscious
 Intuitive & associative
 Large capacity
 Effortless
 Automatic
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

29. P s y c h o l o g y i n P r a c t i c e
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

30. A t t e n t i o n & P e r c e p t i o n
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

31. Is your Wi l lem inat tent ional ly bl ind?
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

32. Is he seeing anything?
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

33. Does his bl indness mat ter?
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

34. In fact : Do we need Wi l lem?
• Conscious versus subconscious processing
Subconscious
Conscious
(possibly)
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

35. What determines where they look?
System 1: Bottom up
• Stimulus salience
(attracts attention due to their properties).
System 2: Top-down
• Task or goals
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

36. A n o n ymo u s B r a i n - t e s t i n g
e x amp l e s
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

37. Von Restor ff Effect
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

38. At tent ional Bias
Attentional Bias:
“We pay attention to the
things that touch us”
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

39. Facial Dist ract ion
Facial distraction:
“Being looked at:
Offline = attention
Online = distraction”
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

40. Gaze Cueing
Gaze cueing
Direct the attention
of that brain…
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

41. Visual Cueing
Visual Cueing:
“Our attention is very easily
influenced”
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

42. Visual Cueing
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

43. ht tp: / / test ing.agency
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

44. D e c i s i o n Ma k i n g
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

45. About System 2
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

46. About System 2
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

47. About System 2
 Bart Schutz
 dr. Dirk Franssens
“Humans are not
a rational animal,
but a rationalizing one”
Leon Festinger
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

48. System 1 versus System 2
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

49. System 1 versus System 2
Gr e a t p r i c e i d e a ,
o r j u s t a j o k e ?
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

50. System 1 versus System 2
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?
33% or 50%
?
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

51. System 1 versus System 2
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

52. System 1 versus System 2
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

53. 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!
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

54. System 1 versus System 2
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

55. Want to learn more about
persuasion?
 Bart Schutz
 dr. Dirk Franssens
Join the Online Dialogue
master of online persuasion
8 day training program!
By Bart Schutz
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

56. A n o n ymo u s B r a i n - t e s t i n g
e x amp l e s
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

57. Focusing Effect
Focusing Effect
We can only pay attention
to a few things…
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

58. H o b s o n ’s + 1 C h o i c e
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

59. H o b s o n ’s + 1 C h o i c e
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

60. Post -decision rat ional izat ion
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

61. Subl iminal reassurance
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

62. Sel f -generat ion effect
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

63. Social Proof
Social Proof
Only when it helps to
enhance self-awareness!
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

64. Anchor ing & Adjustments
1.80% 1.85% 1.80% 1.85%
Clickable hero-shot?
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

65. Anchor ing & Adjustments
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

66. Anchor ing & Adjustments
Target page
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

67. Anchor ing & Adjustments
1.80% 1.85% 1.80% 1.85%
Anchoring
Start high, then move down
X
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

68. Autonomy
“Mandatory field” “Optional field”
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

69. Foot in the Door
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

70. Foot in the Door
Toe in the door:
Let Maxima touch you!
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

71. @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

72. @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

73. @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

74. @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

75. @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

76. Conver t Maxima and Wi l lem
@BartS
bar@onlinedialogue.com
nl.linkedin.com/in/bartschutz/
abtestguide.com
online-dialogue.com
wheel-of-persuasion.com

77. O n e m o r e t h i n g …
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

78. Yo u r b r a i n i s a l a z y l i a r
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

79. I t b e l i e v e s ‘ s t o r i e s ’
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

80. 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 ’
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

81. S o …
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

82. N E V E R b e l i e v e y o u r b r a i n !
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

83. n o r ‘ s p e a k e r s ’
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

84. B u t d o b e l i e v e …
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

85. y o u r D ATA ! ! !
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

86. @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

87. @B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

88. CRO?
=> GROW your business!
Analyze
&
Experiment
Digital Data Persuasion Psychology
Be aware: 70% of A/B-tests are wrong!
http://Persuasion.tips
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

89. [beep] BTW:
Did you see me
on slide 69?
@B a r t S | On l i n e Di a l o g u e Wh e e l o f P e r s u a s i o n . c om # CJ AM4

90. Wheel -of-Persuasion.com
@BartS
bar@onlinedialogue.com
nl.linkedin.com/in/bartschutz/
abtestguide.com
online-dialogue.com
wheel-of-persuasion.com