online persuasion - bart schutz
TRANSCRIPT
n l i n e P e r s u a s i o n
B a r t S c h u t z C h i e f P e r s u a s i o n O f fi c e r
O n l i n e D i a l o g u e
a t t h e i n t e n t m o m e n t
E b a y / M a r k t p l a a t s p a r t n e r e v e n t
N o v e m b e r 1 5 t h 2 0 1 2
Yo u r p r o s p e c t
Yo u r p r o s p e c t i s a b r a i n …
H o w t o p e r s u a d e a b r a i n …
Yo u r p r o s p e c t i s a b r a i n …
C u s t o m e r C e n t r i c i t y ?
B r a i n C e n t r i c i t y !
n l i n e P e r s u a s i o n
n l i n e P s y c h o l o g y
n l i n e P s y c h o l o g i s t s ?
G r o w y o u r k n o w l e d g e o f t h e b r a i n
Behavioral economics
Economic psychology
Consumer psychology
Neuro psychology
Neuromarketing science
Behavioral"finance
Consumer Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist Psychologist
Psychologist
Psychologist
Psychologist
Psychologist @ B a r t S
Consumer psychologist
P e r c e p t i o n
M e m o r y
D e c i s i o n m a k i n g
P e r c e p t i o n
Percept ion 99% of what you see, is not what you see, but what you
decide to see
Visua l Cueing
Direct the attention "
of that brain…
Visua l Cueing?
Gaze Cueing
Gazing:
Offline = attention
Online = distraction
Gaze Dist ract ion
Gaze Cueing
Gaze Cueing
Direct the attention "
of that brain…
Percept ion
Hyper efficiënt information processing: • 11.000.000 pieces of information / second
• 40 reach your clients consciousness
Do something "unexpectedly different…
Gaze Cueing
@BartS
M e m o r y
A t a l e o f m u l t i p l e M e m o r i e s
Sensory memory
Working memory Short term memory
Long term memory
A t a l e o f m u l t i p l e M e m o r i e s
Experiencing self
Remembering self
The exper ienc ing se l f We forget almost all of our experiences
The exper ienc ing se l f …and we’re really fast in forgetting too
You have to persuade every 3 seconds
The exper ienc ing se l f
The exper ienc ing se l f
Do not distract "
the experiencing self
The exper ienc ing se l f
Choice architecture:
3 seconds intervals!
The remember ing se l f
The remember ing se l f
The remember ing se l f
Unlimited
Forever
Changes
Significant differences
THE END !
Interpretive
Retrieval = issue
Peak-end ru le
Peak-end ru le
Build up to a climax!!!
D e c i s i o n m a k i n g
Proponents <-> Opponents
Proponents <-> Opponents
Rat iona l i ty <-> Emot ions
How wonderful is our ratio… really?
Low capacity: Maximum of 3 - 5 pieces of information
Ratio:
Is about ALIBI’S"
(post decision)
We get beaten by a "
1€ calculator
Unreliable: (lying brain)
Evolution of ratio
The first brain: +/- 500 million years ago
Evolution of ratio
15 seconds
Our consciousness can’t handle more than 5 choices. 1 choice: “do I click, … or not?” 2-5 choices: “do I click A, or, or …?
> 5 keuzes: “OMG…”
Choice Paradox
Offer a minimum of 2 and a maximum of 5 choices
Choice Paradox
Emot ions
Essential
First
How wonder fu l are our emot ions…
And how important? Decisions"
consist for 95% out of
subconscious, emotional brain processes
… and how important !
Emot ion Af fect
Affect heuristic:
Make people happy if you sell
them something new. But
scare a bit them if you need
a conservative choice
Emot ion Af fect
Emot ions @Work
Saturday"
Emot ions @Work
Monday"
Different emotional states
require different persuasion techniques
Emot ions @Work
n l i n e P e r s u a s i o n
Purchase Funnel
P e r c e p t i o n
M e m o r y
D e c i s i o n m a k i n g
Tw o m o r e t h i n g s
w w w ?
W e r e l d w i j d W e t e n s c h a p p e l i j k W a l h a l l a
P e r s u a d i n g c u s t o m e r s ?
G r o w y o u k n o w l e d g e o f t h e b r a i n
A n d y o u … … w i l l b e a p s y c h o l o g i s t
Thank you!
Liked it?
Download available at: ondi.me/mp
A n d y o u … … w i l l b e a p s y c h o l o g i s t
@BartS [email protected]
Want more? Check: => onlinedialogue.com online-persuasion.com wheel-of-persuasion.com