Keynote of Bart Schutz at "A night of persuasion & optimization" by the http://www.onlineoptimizers.eu meetup group (http://www.meetup.com/onlineoptimizers). Location: Optimizely HQ - part of Amsterdam e-Week.

1. Online Persuasion
Bart Schutz | @BartS | LinkedIn.com/in/bartschutz
Online Dialogue B.V.

2. Digital Data
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

3. Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
@BartS | Online Dialogue
Psychology
Psychology
WheelofPersuasion.com
Psych
#optimize

4. Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
Psychology
@BartS | Online Dialogue
Psychology
Psychology
WheelofPersuasion.com
Psych
#optimize

5. @BartS | Online Dialogue
WheelofPersuasion.com
#optimize

6. @BartS | Online Dialogue
WheelofPersuasion.com
#optimize

7. @BartS | Online Dialogue
WheelofPersuasion.com
#optimize

8. @BartS | Online Dialogue
WheelofPersuasion.com
#optimize

9. WheelofPersuasion.com
"
uasion
rs
l of Pe
Whee
de :
s Co
Acces
n"
bosto
"
ble
(availa
@BartS | Online Dialogue
WheelofPersuasion.com
ct 1
until O
13)
0th 20
#optimize

10. Decision making
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

11. Decision Making
 System 1
 System 2
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

12. System 1 & System 2
System 1 is always ‘on’
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

13. System 1 & System 2
System 1
 Automatic
 Fast
 Rich
 Effortless
 No control
17
x
24
=
?
System 2
 Reasoning, logic
 Slow
 Poor
 Effortfull
 Control (choice)
System 1 is emotional
System 2 is rational
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

14. Choice Paradox
e
The Paradox of Choic
and a
Offer a minimum of 2
es
maximum of 5 choic
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

15. Choice Paradox
Goal directed?
nting!
Different from orie
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

16. Gaze Placement
“In Gaze Placement”
Put your most persuasive
content in your customers’
gaze
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

17. System 2
Post-decision rati
onalization
Our consciousne
ss is about
post-decision AL
IBI’S !
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

18. Post-decision rationalization
"
Post-decision ration
ality
Stop focussing on U
SP’s"
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

19. System 1
 Essential
 First
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

20. Subliminal reassurance
!!! It’s all about system 1 !!!
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

21. Present focus bias
“Don’t make me think
consiously”
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

22. Ambiguity Aversion
Ambiguity Aversion:
“We prefer options that are
certain”
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

23. Focusing effect
ming
Emphasis Fra
subsets
us on specific
“The foc
, highly
levant aspects
of re
dgments”
uences our ju
infl
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

24. Equivalence Framing
Equivalence Framing
“The way things are stated or portrayed,
highly influences our choices”
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

25. Visual cueing
Visual Cuein
g:
“Our attentio
n is very
easily influen
ced”
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

26. Toe in the Door
Toe in the door:
Get that 1st click!
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

27. The Wheel of Persuasion
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

28. One more thing…
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

29. Apply"
! You need a psychologist !
science
Digital Data
Persuasion Psychology
“today start-ups are increasingly looking to
the principles of behavioral psychology to
encourage behaviors and return visits”
@BartS | Online Dialogue
WheelofPersuasion.com
#optimize

30. Next cou
Beginnin
(“we’re c
o
rse:
g 2014"
nsidering
online”)
@BartS
bart @ onlinedialogue.com
nl.linkedin.com/in/bartschutz/
n
ersuasio
heel of P
W
ode :
Access
C
bostotn"0th 2013)
1
(available
until Oc
online-dialogue.com
online-persuasion.com
wheel-of-persuasion.com