De presentatie van Bart Schutz over online persuasion tijdens Digitaal Werver 2012 in Utrecht.

1. @BartS
Bart@onlinedialogue.com
+31
30
4100
170
h:p://Wheel-­‐of-­‐Persuasion.com
“When
you
like
these
insights…
“
You
should
check:
h:p://Online-­‐Persuasion.com

3. @BartS

4. @BartS

5. @BartS

6. @BartS

7. @BartS

8. Psychologist!
Psychologist! Psychologist!
Psychologist!
Psychologist! Psychologist!
Psychologist! Psycholog
Psychologist! Psychologist!
Psychologist! Psychologist!
Psychologist! Psychologis
Psychologist! Psychologist!
About me!
Psychologis
Psychologist! Psychologist!
@BartS

9. @BartS

10. ENVIRONMENT!
CUSTOMER! DIALOGUE! YOU!
JOB!
OFFER!

17. Autonomy!
@BartS

18. Autonomy!
@BartS

19. Self-efficacy!
@BartS

20. Self-efficacy!
@BartS

21. Self-efficacy!
Page with “My Booking”!
@BartS

24. Perception
1. Highly
interpreCve
@BartS

25. Perception!
2. Hyper
efficiënt
informaCon
processing:
• 11.000.000
pieces
of
informaCe
/
second
• 40
reach
your
clients
consciousness
@BartS

26. Persuasion
tech:
Incongruency
@BartS

27. Gaze Cueing!
@BartS

28. Gaze Distraction!
@BartS

29. Persuasion
tech:
Gaze
cueing
@BartS

30. Persuasion
tech:
Gaze
cueing
@BartS

35. How wonderful is our ratio… really?!
 Low
capacity:
Maximum
of
3
-­‐
5
pieces
of
informaCon
 Unreliable:
(lying
brain)
@BartS

36. Evolution of ratio!
The
first
brain
structure
 +/-­‐
500
million
years
ago
@BartS

37. 200.000
years
ago
@BartS

38. 24:00:00
versus
00:00:30

39. Choice paradox!
Our
consciousness
can’t
handle
more
than
5
choices.
1
choice:
“do
I
click,
…
or
not?”
2-­‐5
choices:
“do
I
click
A,
or,
or
…?
>
5
keuzes:
“OMG…”
@BartS

40. Choice paradox!
@BartS

44. How
wonderful
are
our
emoGons…
 EssenGal:
• No
emoCon,
no
decision
• EmoCon
first,
raCo
later
 Unrestricted
• Best
at
solving
complex
tasks
 AssociaGve
@BartS

45. And
how
important?
@BartS

46. Emotion affect heuristic!
@BartS

47. Emotion affect heuristic!
@BartS

48. Subliminal reassurance!
@BartS

49. Subliminal reassurance!
@BartS

51. Persuasion
Tech:
Nudging
Of#meer#over#sparen#
@BartS

52. Nudging!
@BartS

53. Nudging!
Monday!
@BartS

54. Nudging!
Saturday!
@BartS

56. Foot-between-the-lips!
 Geachte
heer
Schutz,
U
spreekt
 Spreek
ik
met
dhr.
Schutz?
met
Anita
XX
van
Nuon.
 Klopt
het
dat
u
ondernemer
 Bel
ik
gelegen?
bent?
 Weet
u
dat
u
–
sinds
januari
-­‐
X
veel
energiekosten
kan
besparen
omdat
u
ook
privé
een
zakelijk
energiecontract
af
kunt
sluiten?
 Essent…
@BartS

57. Foot-between-the-lips!
@BartS

58. Anchoring & adjustments!
@BartS

59. Anchoring & adjustments!
@BartS

61. Social proof!
@BartS

62. Social proof!
X
Decreased conversion on this product!!
@BartS

64. Effortless-Quality effect!
@BartS

65. Effortless-Quality effect!
From search results to:!
@BartS

66. Effortless-Quality effect!
From search results to price! From search results to product!
@BartS

67. The Wheel of Persuasion!
@BartS

68. Analyze!
the influencers!
Test
!
your dialogue
Tune!
Consumer Brain insights!
@BartS

69. @BartS

70. @BartS

71. @BartS

72. Send in your case studies!!
• Demo

73. @BartS

74. @BartS

75.  Grow your knowledge of the brain
! !
 Create happy brains!
 While making them apply at your company!
@BartS

76. @BartS
Bart@onlinedialogue.com
h:p://Wheel-­‐of-­‐Persuasion.com
Want
more
of
this?
Check:
h:p://Online-­‐Persuasion.com
@BartS