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Conversion Hotel 2014: Bart Schutz (NL) keynote
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
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. 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
31. Loved
among
tourists
(Foto’s
Brian
voor
condoomshop?
Sprekers
in
rosse
buurt?)
OnlineDialogue.com | Bart Schutz
WheelofPersuasion.com
@BartS | #CH2014
32. Loved
among
tourists
(Foto’s
Brian
voor
condoomshop?
Sprekers
in
rosse
buurt?)
OnlineDialogue.com | Bart Schutz
WheelofPersuasion.com
@BartS | #CH2014
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. Willem & Maxima share “attention”
OnlineDialogue.com | Bart Schutz
WheelofPersuasion.com
@BartS | #2014
Eurib
44. Especially on Mobile!
OnlineDialogue.com | Bart Schutz
WheelofPersuasion.com
@BartS | #2014
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. 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. And make him clear where to look
Visual Cueing:
“Our attention is very easily
influenced”
OnlineDialogue.com | Bart Schutz
WheelofPersuasion.com
@BartS | #2014
48. Even if it’s subtle
OnlineDialogue.com | Bart Schutz
WheelofPersuasion.com
@BartS | #2014
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
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
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
57. That’s why you get CR-graphs like these
OnlineDialogue.com | Bart Schutz
WheelofPersuasion.com
@BartS | #2014
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. 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. 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
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. 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. 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
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. While Willem sleeps, it’s Maxima’s party
OnlineDialogue.com | Bart Schutz
WheelofPersuasion.com
@BartS | #2014
70. Willem even sleeps when he knows better
OnlineDialogue.com | Bart Schutz
WheelofPersuasion.com
@BartS | #2014
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. 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. 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. When Willem wakes up, he starts lying
Willem is about"
post-decision rationalization "
(ALIBI’S)!
OnlineDialogue.com | Bart Schutz
WheelofPersuasion.com
@BartS | #2014
75. About the decisions that Maxima made
OnlineDialogue.com | Bart Schutz
WheelofPersuasion.com
@BartS | #2014
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. 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. T h a t ’s w h y …
OnlineDialogue.com | Bart Schutz
WheelofPersuasion.com
@BartS | #2014
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
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. While Maxima does what she likes
Subliminal dominance
Start learning to persuade
Maxima
OnlineDialogue.com | Bart Schutz
WheelofPersuasion.com
@BartS | #2014
83. Based on Emotions
Attentional Bias:
“We pay attention to the things
that touch us”
OnlineDialogue.com | Bart Schutz
WheelofPersuasion.com
@BartS | #2014
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. Wra p u p : W il l em & Ma x ima
OnlineDialogue.com | Bart Schutz
WheelofPersuasion.com
@BartS | #CH2014
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. n o r ‘ s p e a k e r s ’
OnlineDialogue.com | Bart Schutz
WheelofPersuasion.com
@BartS | #2014
99. B u t d o b e l i e v e …
OnlineDialogue.com | Bart Schutz
WheelofPersuasion.com
@BartS | #2014
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. 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. GROW YOUR BUSINESS!
Naked"
Consumer"
Knowledge
Analyze
&
Experiment
Digital Data
Persuasion Psychology
OnlineDialogue.com | Bart Schutz
WheelofPersuasion.com
@BartS | #CH2014