Workshop gegeven aan Universiteit Maastricht, over wat je nog meer kunt doen dan psycholoog worden als je psychologie gestudeerd hebt.

1. Workshop Online Persuasion
Online persuasion
Workshop Online persuasion
Maastricht University
Faculty of Psychology and Neuroscience
Optimizing your online dialogue! www.BetterChange.nl

2. Workshop Online Persuasion
• Short bio
• www.betterchange.nl
• Which Test Won quiz
Optimizing your online dialogue! www.BetterChange.nl

3. Workshop Online Persuasion
• Dr. Dirk Franssens
• Internationaal Marketing (HBO)
• Psychology in Maastricht
• PhD Applied Social Psychology in
Maastricht
• Senior researcher Rutgers/WPF
• Founded BetterChange.nl
Optimizing your online dialogue! www.BetterChange.nl

4. Workshop Online Persuasion
• Psychology at Maasticht University
• Cognitive psychology (bachelor)
• Cognitive ergonomics (master)
• Psychology and Law (master)
• Applied Social Psychology (student-
assistent)
Optimizing your online dialogue! www.BetterChange.nl

5. Workshop Online Persuasion
• PhD at Maastricht University
• Project “Outcomes”
• Sexual Risk Behavior and Mental Health
of Young Gay Men in the Netherlands
• Intervention Mapping in Maastricht &
Bandung, Indonesia
Optimizing your online dialogue! www.BetterChange.nl

6. Workshop Online Persuasion
Optimizing your online dialogue! www.BetterChange.nl

7. Workshop Online Persuasion
Why www.BetterChange.nl
• Lots of Cialdini in online marketing
• Online marketing is not evidence-based
• Social Psychology to change behavior
• Intervention Mapping
• Decision Making (Kahneman)
Optimizing your online dialogue! www.BetterChange.nl

8. Workshop Online Persuasion
• Cialdini stuff 1:
Optimizing your online dialogue! www.BetterChange.nl

9. Workshop Online Persuasion
• Cialdini stuff 2:
Optimizing your online dialogue! www.BetterChange.nl

10. Workshop Online Persuasion
www.BetterChange.nl
• Optimizing online sales through online
persuasion!
1. Review current website.
2. Full persuasion project.
Optimizing your online dialogue! www.BetterChange.nl

11. Workshop Online Persuasion
Optimizing your online dialogue! www.BetterChange.nl

12. Workshop Online Persuasion
Optimizing your online dialogue! www.BetterChange.nl

13. Workshop Online Persuasion
• Decision making 1:
The bat is $1.00 more expensive than the
ball.
How much is the ball?
Optimizing your online dialogue! www.BetterChange.nl

14. Workshop Online Persuasion
• Decision making 2:
Optimizing your online dialogue! www.BetterChange.nl

15. Workshop Online Persuasion
Decision making 3:
Fast Slow
$0.10 $0.05
B A=B
Optimizing your online dialogue! www.BetterChange.nl

16. Workshop Online Persuasion
• Cognitive biases:
– Availability Heuristic
– Achor and Adjustment
– Cognitive Illusions
– Ilusionary correlation
– Peak-end Rule
– Rhyming effect
– Many more...
Optimizing your online dialogue! www.BetterChange.nl

17. Workshop Online Persuasion
• Which Test Won quiz:
• Two versions A & B of a website
• Guess or reason which version leads to
more conversions.
• 10 websites, 1 winner?
• Example
Optimizing your online dialogue! www.BetterChange.nl

18. Workshop Online Persuasion
Optimizing your online dialogue! www.BetterChange.nl

19. Workshop Online Persuasion
Optimizing your online dialogue! www.BetterChange.nl

20. Workshop Online Persuasion
Optimizing your online dialogue! www.BetterChange.nl

21. Workshop Online Persuasion
Optimizing your online dialogue! www.BetterChange.nl 21

22. Workshop Online Persuasion
1. Freo
Optimizing your online dialogue! www.BetterChange.nl

23. Workshop Online Persuasion
Optimizing your online dialogue! www.BetterChange.nl

24. Workshop Online Persuasion
 Geachte heer Franssens, U spreekt  Spreek ik met dhr. Franssens?
met Anita XX van Nuon.  Klopt het dat u ondernemer
 Bel ik gelegen? bent?
 Weet u dat u – sinds januari -
X veel energiekosten kan besparen
omdat u ook privé een zakelijk
energiecontract af kunt sluiten?
 Essent…
Optimizing your online dialogue! www.BetterChange.nl

25. Workshop Online Persuasion
2. ANWB
Optimizing your online dialogue! www.BetterChange.nl

26. Workshop Online Persuasion
Optimizing your online dialogue! www.BetterChange.nl

27. Workshop Online Persuasion
3. UNIVÉ
Optimizing your online dialogue! www.BetterChange.nl

28. Workshop Online Persuasion
4 Commitment / Foot-in-the-
door
Optimizing your online dialogue! www.BetterChange.nl

29. Workshop Online Persuasion
4. DELL
Optimizing your online dialogue! www.BetterChange.nl

30. Workshop Online Persuasion
Optimizing your online dialogue! www.BetterChange.nl

31. Workshop Online Persuasion
5. Auto-leads
Optimizing your online dialogue! www.BetterChange.nl

32. Workshop Online Persuasion
DELL
Optimizing your online dialogue! www.BetterChange.nl

33. Workshop Online Persuasion
6. Urban-Outfitters
Optimizing your online dialogue! www.BetterChange.nl

34. Workshop Online Persuasion
Optimizing your online dialogue! www.BetterChange.nl

35. Workshop Online Persuasion
7. MoneYou
Optimizing your online dialogue! www.BetterChange.nl

36. Workshop Online Persuasion
Optimizing your online dialogue! www.BetterChange.nl

37. Workshop Online Persuasion
8. MoneYou
Optimizing your online dialogue! www.BetterChange.nl

38. Workshop Online Persuasion
Optimizing your online dialogue! www.BetterChange.nl

39. Workshop Online Persuasion
9. Freo
Optimizing your online dialogue! www.BetterChange.nl

40. Workshop Online Persuasion
Optimizing your online dialogue! www.BetterChange.nl

41. Workshop Online Persuasion
10. Final question:
Optimizing your online dialogue! www.BetterChange.nl

42. Workshop Online Persuasion
9%
Optimizing your online dialogue! www.BetterChange.nl

43. Workshop Online Persuasion
That’s it!
Follow me @dxfranssens
Link with me at: linkedin.com/dirkfranssens
Optimizing your online dialogue! www.BetterChange.nl