Marshmallows, & the Psychology"behind Evidence-Based Growth. Bart Schutz was invited to speak at Conversionboost 2017 on March 14th. Bart inconveniently clarifies why most of our CRO efforts are just comforting lies; “Most CRO-experts live in the ‘illusion of control’”. He shares his vision and experience on how only combining data with behavioral science, actually leads to true exponential growth in both earnings & learnings, ultimately bridge the gap between optimization and innovation, and questioning whether we should leave our customers behind as the only ones who still live in the ‘illusion of control’.
6. Bart.Schutz@onlinedialogue.com
#
We are a Dual-Processing Brain
Fast & automated
Intuitive & associative
Effortless
Large capacity
Reasons & rules
Requires attention
Effortful
Small capacity
Subconscious,
emotional
processes
Conscious,
rational
processes
(always on)
(lazy controller)
System 1
System 2
10. Bart.Schutz@onlinedialogue.com
#
Do we have Conscious Control?
A couple has 2 kids. "
One of them is a boy.
How big is the chance that
the other kid is a boy too?
33%
?
11. Bart.Schutz@onlinedialogue.com
#
Do we have Conscious Control?
A couple has 2 kids. "
One of them is a boy.
How big is the chance that
the other kid is a boy too?
33%
?
The inconvenient truth:
‘Conscious control is often an illusion‘
14. Bart.Schutz@onlinedialogue.com
#
Do we have Free Will?
I Know! Calculations are hard work.
But it’s nearly over.
Come on, one more…
123 + 5
QUICK!
THINK ABOUT A
COLOR AND A
TOOL!
At the end of this test,
I ask a question.
Don’t stop and think about it
Answer is immediately!
How much is:
15 + 6
3 + 56
89 + 2
12 + 53
75 + 26
25 + 52
63 + 32
19. Bart.Schutz@onlinedialogue.com
#
We are a Dual-Processing Brain
Fast & automated
Intuitive & associative
Effortless
Large capacity
Reasons & rules
Requires attention
Effortful
Small capacity
Subconscious,
emotional
processes
Conscious,
rational
processes
(always on)
(lazy controller)
System 1
System 2
57. Bart.Schutz@onlinedialogue.com
#
“Our success at Amazon
is a function of
how many experiments
we do per year, per month, per
week, per day…”
Jeff Bezos, CEO Amazon
Focus on Regret & Velocity
58. Bart.Schutz@onlinedialogue.com
#
“Move fast and break things.
Unless you are breaking stuff, you
are not moving fast enough.
…”
Mark Zuckerberg, FaceBook
Done is better than Perfect
68. Bart.Schutz@onlinedialogue.com
#
Heatmaps
Recordings
Web Analytics
Contextual Data
Previous tests
Algorithm outcomes
Mission
Vision
Strategy
Positioning
Goals
Scientific research
Competitors
View
(1st party)
Value
Customer Service
Surveys
Feedback tools
User & Market research
Social Media
Behavior & Experience Determinant Study
VoiceVerified
(1st party)
Verified