This a guest lecture I gave at the University of Amsterdam, for the master Persuasive Communication. The aim was to show students how you can apply psychology and communication sciences to increase conversion rates. In this lecture, I briefly explain the decision making framework (Kahneman, thinking fast, slow), and explain the Reflective Impulsive Model (Strack & Deutsch). In the second part, I played a "which test won" game with the students. For each Persuaison AB-test I provided the psychological working mechanism of the persuasion technique used.

1. Guest Lecture Online Persuasion
dr. Dirk Franssens
BetterChange
Guest lecture: Online Persuasion
dr. Dirk Franssens

2. Index:
1. Short introduction
2. Little bit of theory
3. Which Test Won Quiz
UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Index NEXT: SHORT INTRODUCTION

3. UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Short introduction NEXT: MY WORK

4. MY FORMER COLLEAGUES

5. UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
My work as of 1 march 2014 NEXT: WEBANALYTICS

6. Insert title
UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Web analytics NEXT: PERSUASION

7. Insert title
UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Persuasion NEXT: CLIENTS

8. UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
My clients NEXT: DECISION MAKING

9. Two important facts about human decision making:
1. Rationality is bounded under conditions of uncertainty!
UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Decision making NEXT: DECISION MAKING
80% chance to win €100
and
20% chance to win €10
€80 for sure
√
Expected Utility: €82

10. Two important facts about human decision making:
2. Reference points are important!
UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Decision making NEXT: DECISION MAKING
Jack’s wealth is
€1.000.000,-
Jill’s wealth is
€7.000.000,-
Equal chance to end
owing 1 or 4 million
2 million for sure
OR

11. UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Decision making NEXT: DECISION MAKING
Uncertain condition: is this what I want / need?
Reference point: €49,95
Conclusion: this €13,99 is a very good deal. I
must buy!

12. UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Decision making NEXT: EXAMPLES
System 2
 Slow
 Requires attention
 Reasoning
 Effortful
 Control (choice)
17 x 24
System 1
 Fast
 Automatic
 Intuitive
 Effortless
 No control
2 + 2
Your customer’s brain

13. Decision making
UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Example 1 NEXT: EXAMPLE 2
A bat and a ball together cost €1.10
The bat is €1.00 more expensive than the
ball.
How much is the ball?

14. UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Example 2 NEXT: EXAMPLE 3
When it takes 5 machines 5 minutes to make 5 t-shirts.
How long does it take 100 machines to make 100 t-
shirt?

15. Are both tables of equal size?
UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Example 3 NEXT: OVERVIEW

16. UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Overview Decison Making NEXT: CONSUMER MODEL
 €0,10
 100 minutes.
 A is longer
 €0,05
 5 minutes.
 Equally long
System 2 Answers System 1 Answers

17. Reflective Impulsive Model
UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Consumer model NEXT: EXAMPLE
Perceptio
n
Knowledge
Strack, Werth, Deutsch, 2006
Reasoning
Behavioral
decision
Behavioral
schemata
Behavior
Associative
store
Intending
Representations
Spreading
activation
Spreading
activation

18. Persuasive communication
UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
My clients NEXT: WHICH TEST WON?
10% discount on cans of soup
Version A: no limit per person
Version B: limit of 12 cans per person
Version A: average 3 cans sold
Version B: average of 7 cans sold!

19. UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Which Test Won? NEXT: QUESTION 1

22. UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Question 1: Motivation NEXT: EXPLANATION
Version A Version B
Velen gingen je voor
“In november werden 1.657
doorlopende krediet offertes a
angevraagd bij MoneYou”.

23. Video: Social Proof in elevators!
UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Question 1: Explanation NEXT: QUESTION 2

24. UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Question 2: Attention & Perception NEXT: EXPLANATION
Version A Version B

25. Attention: people scan and process faces.
UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Question 2: Explanation NEXT: QUESTION 3

26. UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Question 3: Decision Making NEXT: EXPLANATION
Version A Version B

27. Commitment and consistency in action
UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Question 3: Explanation NEXT: QUESTION 4

28. UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Question 4: Decision Making NEXT: EXPLANATION
Version A Version B

29. Limited choice: offer minimum of two choices
UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Question 4: Explanation NEXT: QUESTION 5

30. UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Question 5: Decision Making NEXT: EXPLANATION
Version A Version B

31. Mimicry: copy words and mannerisms
UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Question 5: Explanation NEXT: QUESTIONS?
OK, thanks. I’ll
get your order
asap.
Average tip: €1,50 Average tip: €3,00
A burger with
chips and that
delicious
mayonnaise!

32. UvA Guest lecture | Online Persuasion // dr. Dirk Franssens
Questions? NEXT: THE END 
DO YOU HAVE ANY MORE
QUESTIONS?

33. Dirk Franssens (dirk.franssens@betterchange.nl)
Linkedin: /dirkfranssens
Twitter: @dxfranssens
Lecture Online Persuasion
UvA Master Persuasive Communication
February 2014