Een appel was genoeg om Eva te verleiden, maar in het e-commerce tijdperk is verleiden een vakgebied op zichzelf geworden. Alleen de beste webdesigns zijn goed genoeg en om de conversie te verhogen wordt er heel wat testwerk gedaan.

1. Online Persuasion

2. Online-Persuasion.com

4. ENVIRONMENT!
CUSTOMER! DIALOGUE! YOU!
OFFER!

5. Your toolkit is fully equiped!

6. Your toolkit is fully equiped!

7. Your toolkit is fully equiped!
RTD & Learning!

8. Yo u r p r o s p e c t
i s a b r a i n …

9. Yo u r p r o s p e c t
i s a b r a i n …
How to persuade a brain…

13. Psychologists?!
About me!

14. Psychologist!
Psychologist! Psychologis
Psychologist!
Psychologist! Psychologist!
Psychologist! Psycho
Psychologist! Psychologist!
ychologist! Psychologist!
Psychologist! Psycholo
sychologist! Psychologist!
About me!
Psychol
Psychologist!
Consumer Psychologist!

22. Autonomy!
McCullagh,
2005
@BartS

23. Autonomy!
Autonomy
“Let
your
c :
ustomer
th
ink
he’s
fre
in
his
choic e
es”
@BartS

24. Self-efficacy!
@BartS

25. Self-efficacy!
Self-­‐
“Enhance
y efficacy:
ou
of
compete r
customers
feeling
nce,
even
w
ith
comple
Page with “My Booking”!
services”
x
@BartS

26. Need to belong!
@BartS

27. Need to belong!
X
f:
S ocial
proo s
to
it
help
O nly
when ness!
s elf-­‐aware
enhance
Decreased conversion on this product!!
@BartS

29. Perception
1. Highly
interpre<ve

30. Perception!
2. Hyper
efficiënt
informa<on
processing:
• 11.000.000
pieces
of
informa<e
/
second
• 40
reach
your
clients
consciousness
@BartS

31. Persuasion
tech:
Incongruency
y:
Inc ongruenc
thing
Do
some ent…
edly
differ
unexpect
@BartS

32. Visual Cueing!
@BartS

33. Gaze Cueing!
@BartS

34. Gaze Distraction!
cBon:
Facial
aAra <on
aNen
Offline
=
<on
On l i n e
=
distrac
@BartS

35. Gaze Cueing!
ing:
Gaze
cue <on
Nen
Di rect
the
a
n…
of
that
brai
@BartS

36. Gaze Cueing!
Visual
Des
“The
most
ign?
eff
designers
m ec?ve
persuasive
ake
minor
changes”
@BartS

38. Rationality!

40. How wonderful is our ratio… really?!
• Low
capacity:
Maximum
of
3
-­‐
5
pieces
of
informa<on
RaBo:
Get’s
beaten
by
a
1€
calculator
@BartS

41. How wonderful is our ratio… really?!
• Low
capacity:
Maximum
of
3
-­‐
5
pieces
of
informa<on
RaBo:
• Unreliable:
(lying
brain)
Get’s
beaten
by
a
1€
calculator
RaBo:
I’S
Is
about
ALIB
n)
(post
decisio
@BartS

42. Evolution of ratio!
The
first
brain
structure
• +/-­‐
500
million
years
ago
@BartS

43. 200.000
years
ago
@BartS

44. 15
sec
@BartS

45. Choice paradox!
Our
consciousness
can’t
handle
more
than
5
choices.
1
choice:
“do
I
choose,
…
or
not?”
2-­‐5
choices:
“do
I
choose
A,
or,
or
…?
>
5
keuzes:
“OMG…”
@BartS

46. Choice paradox!
The
pa
Offer
a radox
of
C
minim ho
maxim um
of ice:
um
of
2
and
5
cho
a
ices
@BartS

49. How
important
are
emoBons?
cons Decisio
subc ist
for
9 ns
o n sc 5
ious %
out
of
brain ,
e
proc mo<on
esse al
s
@BartS

50. …
and
how
wonderful
ü EssenBal
ü First
ü Unrestricted
ess
con sciousn d
ling
un ins<ncts
an
The
ru
their
i.
Per suade o
with
an
alib
ra<
p rovide
@BartS

51. Emotion affect heuristic!
@BartS

52. Emotion affect heuristic!
c:
heurisB /
DMU
Affect
spect
pro
Make
your
u
sell
them
t
if
yo
a
bi
happy
w.
But
scare e
ing
ne s erva<v
someth u
need
a
con
f
yo
them
i choice
@BartS

54. Foot-between-the-lips!
ü Dear
mr.
Schutz,
This
is
Anita
• Do
I
speak
to
mr.
Schutz?
from
Nuon.
• Are
you
an
entrepreneur?
ü Is
this
a
convenient
moment
for
• Are
you
aware
that
–
since
you?
January
–
you
can
save
on
your
private
energy
costs
by
X
switching
to
a
business
contract?
• Essent…
Foot-­‐be
tw
Get
a
fir een-­‐the-­‐lips:
:
flow vity!
st
intera
c<on!
Yes-­‐ osi<
p
Ac< vate
@BartS

55. Foot-between-the-lips!
@BartS

56. Anchoring & adjustments!
@BartS

57. Anchoring & adjustments!
Ancho
r
Start
h ing:
than
m igh,
ove
d
own
@BartS

58. Nudging!
@BartS

59. Nudging!
Saturday!
@BartS

60. Nudging!
Put
t
brain he
custo
Find
jo me
out
w urney
cen r
whic he tr
h
cus n
you
ca al:
tome n
rs
to
nudge
Monday!
wher
e
@BartS

61. Effortless-Quality effect!
@BartS

62. Effortless-Quality effect!
From search results to:!
@BartS

63. Effortless-Quality effect!
Cust
Dem omer
Eff
andin o
g
bra rt
Score:
is
exp in
ca
ensiv pacity
e!
From search results to price! From search results to product!
@BartS

64. The Wheel of Persuasion!
@BartS

65. The Wheel of Persuasion!
@BartS

67. World Wide Walhalla
for scientists & businesses

68. Analyze!
the influencers!
Test
!
your dialogue
Tune!
Consumer Brain insights!

69. @BartS

71. @BartS

72. Persuading customers?
Persuading brains…

73. And you…
…will be a psychologist

74. And you…
"
“Thank you”"
@BartS
bart@onlinedialogue.com
http://online-persuasion.com
http://wheel-of-persuasion.com
…will be a psychologist