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Conversion Hotel 2014: Bart Schutz (NL) keynote

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Bart Schutz, founder of the Wheel of Persuasion. Slides from his saturday keynote at Conversion Hotel 2014 #CH2014 #enjoy

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Conversion Hotel 2014: Bart Schutz (NL) keynote

  1. 1. 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 | #CH2014
  2. 2. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  3. 3. W i l l em Al e x a n d e r M a x i m a OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  4. 4. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  5. 5. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  6. 6. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  7. 7. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  8. 8. Filmpje Maxima met lijst kenmerken OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  9. 9. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  10. 10. 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 | #CH2014
  11. 11. W h a t d o e s s c i e n c e s a y ? OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  12. 12. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  13. 13. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  14. 14. We have a dual processing brain OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014 Eurib
  15. 15. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  16. 16. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  17. 17. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  18. 18. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  19. 19. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  20. 20. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  21. 21. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  22. 22. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  23. 23. Drugs Quote Taran7no (legal…)? OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  24. 24. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  25. 25. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  26. 26. CENSORED OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  27. 27. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  28. 28. CENSORED OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  29. 29. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  30. 30. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  31. 31. Loved among tourists (Foto’s Brian voor condoomshop? Sprekers in rosse buurt?) OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  32. 32. Loved among tourists (Foto’s Brian voor condoomshop? Sprekers in rosse buurt?) OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  33. 33. CENSORED OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  34. 34. CENSORED OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  35. 35. Wheel of Persuasion OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  36. 36. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  37. 37. Square of Intoxication Desire = Up Desire = Down Present = Up Present = Down OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  38. 38. Square of Intoxication Desire = Rational Desire = Irrational Present = Rational Present = Irrational OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  39. 39. T h e P Na ratk 1e:d UCpopnesrusme r Wak e Wi l l em u p OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  40. 40. CENSORED OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  41. 41. CENSORED OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  42. 42. Is it possible to wake Willem up? Willem" requires full attention and can’t deal with distraction OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  43. 43. Willem & Maxima share “attention” OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014 Eurib
  44. 44. Especially on Mobile! OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  45. 45. So do you need to wake Willem up? Von Restorff Effect: “We automatically pay more attention to things that are significantly different” @Atopos42 OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  46. 46. Than use alerting triggers 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 OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014 Eurib
  47. 47. And make him clear where to look Visual Cueing: “Our attention is very easily influenced” OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  48. 48. Even if it’s subtle OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  49. 49. T h eP aNr ta k2 :e d S Cp eoendseurms e r K e e p W i l l e m a w a k e OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  50. 50. CENSORED OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  51. 51. CENSORED OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  52. 52. Willem prefers to fall asleep again At the end of this test, I ask a question. Don’t stop and think about it Answer is immediately! OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  53. 53. He gets depleted really quick OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  54. 54. He gets depleted really quick 1. Please remember these numbers Group A: Group B: 3852869 39 2. Thank you! Now choose your reward: or Group A Group B OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  55. 55. He gets depleted really quick OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  56. 56. He gets depleted really quick OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  57. 57. That’s why you get CR-graphs like these OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  58. 58. So don’t deplete Willem when he’s awake Focusing Effect We can only consciously pay attention to one thing OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  59. 59. As long as he’s in favor of you Goal-directed behavior Don’t distract goal directed visitors with choices OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  60. 60. 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 OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  61. 61. CENSORED OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  62. 62. CENSORED OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  63. 63. Do deplete Willem when he’s against you One-Choice-Paradox Offer a minimum of 2 choices Test done by Conrad during OnlineDialogue’s Master of Online Persuasion Course OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  64. 64. By adding energy drainers Test done by Conrad during OnlineDialogue’s Master of Online Persuasion Course OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  65. 65. T h e PNaarkt e4d: CCoonmsaume r K e e p W i l l e m s l e e p i n g OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  66. 66. CENSORED OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  67. 67. CENSORED OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  68. 68. While Willem sleeps, it’s Maxima’s party 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? " It’s 33%... OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  69. 69. While Willem sleeps, it’s Maxima’s party OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  70. 70. Willem even sleeps when he knows better OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  71. 71. Often it’s best to have Willem in a coma Decrease Usability When you have to " get rid of Willem OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  72. 72. A n d W i l l e m d o e s n ’ t c a r e OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  73. 73. 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 OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  74. 74. When Willem wakes up, he starts lying Willem is about" post-decision rationalization " (ALIBI’S)! OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  75. 75. About the decisions that Maxima made OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  76. 76. O u r b r a i n i s n o t r a t i o n a l OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  77. 77. O u r b r a i n i s r a t i o n a l i z i n g OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  78. 78. T h a t ’s w h y … OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  79. 79. … 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 OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  80. 80. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  81. 81. Willem is lying, just to comfort you Post-decision rationality Stop focusing on USP’s;" Consciousness = Comfortness OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  82. 82. While Maxima does what she likes Subliminal dominance Start learning to persuade Maxima OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  83. 83. Based on Emotions Attentional Bias: “We pay attention to the things that touch us” OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  84. 84. And physical touch Foot in the door" That 1st small commitment is half the battle Variation A Variation B OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  85. 85. Wra p u p : W il l em & Ma x ima OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  86. 86. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  87. 87. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  88. 88. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  89. 89. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  90. 90. OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  91. 91. Thank you OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  92. 92. O n e m o r e t h i n g … OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  93. 93. 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 OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  94. 94. I t b e l i e v e s ‘ s t o r i e s ’ OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  95. 95. 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 ’ OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  96. 96. So… OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  97. 97. 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 ! OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  98. 98. n o r ‘ s p e a k e r s ’ OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  99. 99. B u t d o b e l i e v e … OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  100. 100. Yo u r b r a i n s c i e n t i s t OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  101. 101. 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 OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
  102. 102. GROW YOUR BUSINESS! Naked" Consumer" Knowledge Analyze & Experiment Digital Data Persuasion Psychology OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
  103. 103. Thank you! Bart Schutz - @BartS bart@onlinedialogue.com nl.linkedin.com/in/bartschutz/ testing.agency online-dialogue.com OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014 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

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