Keynote Wheel of Persuasion - Bart Schutz of Online Dialogue on how to persuade system 1 and system...

Bart Schutz - @BartS

bart@onlinedialogue.com

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!

info@onlinedialogue.com

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

bart@onlinedialogue.com

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!

info@onlinedialogue.com

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

bart@onlinedialogue.com

nl.linkedin.com/in/bartschutz/

abtestguide.com

online-dialogue.com

wheel-of-persuasion.com