keynote wheel of persuasion - bart schutz of online dialogue on how to persuade system 1 and system...
TRANSCRIPT
Bart Schutz - @BartS
nl.linkedin.com/in/bartschutz/
abtestguide.com
online-dialogue.com
wheel-of-persuasion.com
T h e W h e e l o f P e r s u a s i o n
(with bonus a/b-tests inside)
October / November 2014
Stockholm – Dublin – Riga – London – Berlin – Istanbul – Texel
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Kingdom of The Netherlands
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Slow & lazy
Rational
Reason & logic
Rules
Requires
attention
Effortful
Controls Maxima
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Filmpje Maxima met lijst kenmerken
Fast & never sleeps
Emotional
Intuitive & associative
Naughty
Multi-tasking
Effortless
No control
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
T h e W h e e l o f P e r s u a s i o n
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
http:/ /abtestguide.com/calc
Psychologist
Psychologist
PsychologistPsychologist
Psychologist
PsychologistPsychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist @BartS
Consumer psychologist
@ B a r t S | O n l i n e D i a l o g u e W h e e l o f P e r s u a s i o n . c o m # i L i v e 1 4
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
www.Wheel-of-Persuasion.com
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
S e p a r a t i n g c o n s u m e r s & m o n e y
Identify Separate
B o o s t i n g
h a p p i n e s s
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
B r a i n k n o w l e d g e ?
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
C o n v e r s i o n e x p e r t s ?
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Variation A Variation B
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Variation A Variation B
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
@ B a r t S | O n l i n e D i a l o g u e W h e e l o f P e r s u a s i o n . c o m # i L i v e 1 4
Wilma Julia
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
B r a i n k n o w l e d g e ?
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
T h e c u s t o m e r h i m s e l f ?
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
B r a i n k n o w l e d g e ?
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
S c i e n c e
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
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 | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
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 | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
A t t e n t i o n & P e r c e p t i o n
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Is your Wil lem inattent ional ly bl ind?
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Is he seeing anything?
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Does his bl indness matter?
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
• Conscious versus subconscious processing
In fact: Do we need Wil lem?
Subconscious
Conscious(possibly)
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
System 1: Bottom up
• Stimulus salience
(attracts attention due to their properties).
System 2: Top-down
• Task or goals
What determines where they look?
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
A n o n y m o u s B r a i n - t e s t i n g
e x a m p l e s
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Von Restorff Effect
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Attentional Bias
Attentional Bias:
“We pay attention to the
things that touch us”
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Facial distraction:
“Being looked at:
Offline = attention
Online = distraction”
Facial Distract ion
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Gaze Cueing
Gaze cueing
Direct the attention
of that brain…
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Visual Cueing
Visual Cueing:
“Our attention is very easily
influenced”
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Visual Cueing
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
http:/ / test ing.agency
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
D e c i s i o n M a k i n g
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
About System 2
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
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?
System 1 versus System 2
33% or 50%
?
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
System 1 versus System 2
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
System 1 versus System 2
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
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 | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
System 1 versus System 2
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
About System 2
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Bart Schutz
dr. Dirk Franssens
“Humans are not
a rational animal,
but a rationalizing one”
Leon Festinger
About System 2
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
A n o n y m o u s B r a i n - t e s t i n g
e x a m p l e s
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Focusing Effect
We can only pay attention
to a few things…
Focusing Effect
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Hobson’s+1 Choice
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Hobson’s+1 Choice
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Post-decision rat ional izat ion
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Subliminal reassurance
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Self-generat ion effect
@ B a r t S | O n l i n e D i a l o g u e W h e e l o f P e r s u a s i o n . c o m # i L i v e 1 4
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Bart Schutz
dr. Dirk FranssensJoin the Online Dialogue
master of online persuasion
8 day training program!
Want to learn more about
persuasion?
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Social Proof
Social Proof
Only when it helps to
enhance self-awareness!
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
1.80% 1.85% 1.80% 1.85%
Anchoring & Adjustments
Clickable hero-
shot?
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Anchoring & Adjustments
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Anchoring & Adjustments
Target page
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
1.80% 1.85% 1.80% 1.85%
Anchoring & Adjustments
Anchoring
Start high, then move down
X
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Autonomy
“Mandatory field” “Optional field”
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Foot in the Door
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Toe in the door:
Let Maxima touch you!
Foot in the Door
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
THANK YOU !
Bart Schutz - @BartS
nl.linkedin.com/in/bartschutz/
abtestguide.com
online-dialogue.com
wheel-of-persuasion.com
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
O n e m o r e t h i n g …
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Yo u r b r a i n i s a l a z y l i a r
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
I t b e l i e v e s ‘ s t o r i e s ’
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
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 | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
S o …
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
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 | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
n o r ‘ s p e a k e r s ’
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
B u t d o b e l i e v e …
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
y o u r D ATA ! ! !
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g@ B a r t S | O n l i n e D i a l o g u e W h e e l o f P e r s u a s i o n . c o m # i L i v e 1 4
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g@ B a r t S | O n l i n e D i a l o g u e W h e e l o f P e r s u a s i o n . c o m # i L i v e 1 4
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Digital Data Persuasion Psychology
CRO?
Be aware: 70% of A/B-tests are wrong!
http://abtestguide.com
Analyze
&
Experiment
CRO? => GROW your business!
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
http:/ /abtestguide.com/calc
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
http:/ / test ing.agency
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
Bart Schutz
dr. Dirk FranssensJoin the Online Dialogue
master of online persuasion
8 day training program!
Want to learn more about
persuasion?
@ B a r t S | O n l i n e - D i a l o g u e . c o m W h e e l - o f - P e r s u a s i o n . c o m # P e r s u a s i o n # T e s t i n g
[beep] BTW: Did you see me
on slide 70?
THANK YOU AGAIN!
Bart Schutz - @BartS
nl.linkedin.com/in/bartschutz/
abtestguide.com
online-dialogue.com
wheel-of-persuasion.com