Conversion Hotel 2014: Bart Schutz (NL) keynote

OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014

H o w t o g e t a b r a i n s a t t e n t i o n "a n d m o t i v a t e i t ?

OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014


W i l l e m A l e x a n d e r M a x i m a






Filmpje Maxima met lijst kenmerken



H o w t o g e t a b r a i n s a t t e n t i o n "a n d m o t i v a t e i t ?


W h a t d o e s s c i e n c e s a y ?




We have a dua l process ing bra in

OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #Eurib










Drugs Quote Taran7no (legal…)?




CENSORED



CENSORED




Loved among tourists (Foto’s Brian voor condoomshop? Sprekers in rosse buurt?)


Loved among tourists (Foto’s Brian voor condoomshop? Sprekers in rosse buurt?)


CENSORED


CENSORED


Whee l o f Persuas ion



Square o f In tox icat ion Desire = Up Desire = Down

Pres

ent =

Dow

n Pr

esen

t = U

p


Desire = Rational Desire = Irrational

Pres

ent =

Irra

tiona

l Pr

esen

t = R

atio

nal

Square o f In tox icat ion


T h e N a k e d C o n s u m e r P a r t 1 : U p p e r s W a k e W i l l e m u p


CENSORED


CENSORED


I s i t poss ib le to wake W i l lem up?

Willem"requires full attention and can’t deal with distraction


Wil lem & Max ima share “at tent ion”



Espec ia l l y on Mobi le !


So do you need to wake W i l lem up?

Von Restorff Effect: “We automatically pay more attention to things that are

significantly different” @Atopos42


Than use a ler t ing t r iggers

Self-Generation Effect We remember & like things more when we thought of it ourselves

Test done by TrafficBuilders during OnlineDialogue’s Master of Online Persuasion Course



And make h im c lear where to look

Visual Cueing: “Our attention is very easily

influenced”


Even i f i t ’s subt le


T h e N a k e d C o n s u m e r P a r t 2 : S p e e d e r s K e e p W i l l e m a w a k e


CENSORED


CENSORED


Wil lem prefers to fa l l as leep aga in

At the end of this test, I ask a question.

Don’t stop and think about it Answer is immediately!


He gets depleted rea l ly qu ick



1.  Please remember these numbers

Group A: Group B: 3852869 39

2. Thank you! Now choose your reward:

or Group A Group B






That ’s why you get CR-graphs l ike these


So don’t dep lete W i l lem when he’s awake

Focusing Effect We can only consciously pay attention to one thing


As long as he’s in favor o f you

Goal-directed behavior Don’t distract goal directed

visitors with choices


P a r t 3 : D o w n e r s G e t h i m t o s l e e p a g a i n


CENSORED


CENSORED


Do deplete W i l lem when he’s aga inst you

One-Choice-Paradox Offer a minimum of 2

choices Test done by Conrad during OnlineDialogue’s Master of Online Persuasion Course


By adding energy dra iners

Test done by Conrad during OnlineDialogue’s Master of Online Persuasion Course


T h e N a k e d C o n s u m e r P a r t 4 : C o m a K e e p W i l l e m s l e e p i n g


CENSORED


CENSORED


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? "

Whi le W i l lem s leeps, i t ’s Max ima’s par ty

It’s 33%...


Whi le W i l lem s leeps, i t ’s Max ima’s par ty


Wil lem even s leeps when he knows bet ter


Often i t ’s best to have W i l lem in a coma

Decrease Usability When you have to "get rid of Willem


A n d W i l l e m d o e s n ’ t c a r e


H e ’ l l t e l l h i m s e l f c o m f o r t i n g l i e s


When W i l lem wakes up, he star ts ly ing

Willem is about"post-decision rationalization "

(ALIBI’S)!


About the dec is ions that Max ima made


O u r b r a i n i s n o t r a t i o n a l


O u r b r a i n i s r a t i o n a l i z i n g


T h a t ’s w h y …


… y o u s h o u l d n e v e r a s k a c u s t o m e r

Shift your focus from market research & usability studies

to online experiments



Wil lem is ly ing, just to comfor t you

Post-decision rationality Stop focusing on USP’s;"

Consciousness = Comfortness


Whi le Max ima does what she l ikes

Subliminal dominance Start learning to persuade

Maxima


Based on Emot ions

Attentional Bias: “We pay attention to the things

that touch us”


And phys ica l touch

Variation A Variation B

Foot in the door"That 1st small commitment

is half the battle


W r a p u p : W i l l e m & M a x i m a







Thank you


O n e m o r e t h i n g …


Yo u r b r a i n i s a l a z y d e p l e t i n g l i a r t o o


I t b e l i e v e s ‘ s t o r i e s ’


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 ’


S o …


N E V E R b e l i e v e y o u r c o n s c i o u s n e s s !


n o r ‘ s p e a k e r s ’


B u t d o b e l i e v e …


Yo u r b r a i n s c i e n t i s t


A n d y o u r d a t a - s c i e n t i s t

Be aware: Most A/B-tests are lies!

http://ABTestguide.com/Calc http://xxx.com


GROW YOUR BUSINESS!

Digital Data Persuasion Psychology

Analyze &

Experiment

Naked"Consumer"Knowledge


Thank you!

Bart Schutz - @BartS [email protected] nl.linkedin.com/in/bartschutz/

testing.agency online-dialogue.com

wheel-of-persuasion.com

Download the slides: http://persuasion.tips !  Read more: Wheel-of-Persuasion.com !  Hire us: OnlineDialogue.com !  Follow my course : OnlineDialogue.com/Academy

Marketing

Conversion Hotel 2014: Bart Schutz (NL) keynote