COOKIES
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
@BartS
COOKIES
@ o n l i n e d i a l o g u e @ b a r t s
@BartS
COOKIES
@ o n l i n e d i a l o g u e @ b a r t s
@BartS
COOKIES
@ o n l i n e d i a l o g u e @ b a r t s
@BartS
COOKIES
@ o n l i n e d i a l o g u e @ b a r t s
COOKIES
@ o n l i n e d i a l o g u e @ b a r t s
@BartS
COOKIES
@ o n l i n e d i a l o g u e @ b a r t s
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Convers ion?
@BartS
Sept Oct Nov Dec Jan Feb Mrt April May June July Aug Sept Oct Nov Dec
@ o n l i n e d i a l o g u e @ b a r t s
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COOKIES
@ o n l i n e d i a l o g u e @ b a r t s
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B e s t P r a c t i c e s ?
✗ @ o n l i n e d i a l o g u e @ b a r t s
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✗ @ o n l i n e d i a l o g u e @ b a r t s
@BartS @ o n l i n e d i a l o g u e @ b a r t s
@BartS
Earn
cookies
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D ia l ogue
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Persuas ion?
Buy cookies?
@BartS
Kennis
Het woord is bekend De werking niet
Increase
knowledge?
@BartS
Angst • Wat gebeurt er met mijn gegevens? • Worden ze verspreid aan derden of niet?
• Permanent of Djdelijk? • Commerciële addertjes?
Houding
Keep Annoying?
IrritaDe • Geen behoeJe zich te verdiepen • Gevoel nut en noodzaak afwezig • Waarom nu plots wel?
@BartS
Persuas ion?
@BartS
Doctors A
Image: hLp://blueridgewomenscenter.com/Online_Medical_Form_Download_Area.php
Doctors B
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Reciprocity
People tend to return a favor…
• Overrules all other persuasion techniques (IRL!)"• Society is build on reciprocity"
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Reciprocity
30
First give…
Image: hLp://www.wineeniphone.net/iphone-‐4-‐apps/
@BartS
Door-‐in-‐the-‐Face
First ask too much!
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Spreek ik met dhr. Schutz?
Klopt het dat u ondernemer bent?
Weet u dat u – sinds januari -‐ veel energiekosten kan besparen omdat u ook privé een zakelijk energiecontract af kunt sluiten?
Essent…
Geachte heer Schutz, U spreekt met Anita XX van Nuon.
Bel ik gelegen?
X
Once someone has started answering he is more likely to comply
Foot-‐between-‐the-‐lips
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Foot-‐between-‐the-‐lips
Get that first click!
Foot between the lips: First… get A click
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Incongruency
Incongruency: Make NOT fit the page
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Gaze Cueing"
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Gaze Cueing"
Gaze cueing:
Direct the aLenDon
of that brain…
@BartS
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"
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Choice paradox"
The paradox of Choice: Offer a minimum of 2 and a maximum of 5 choices
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Nudging
Nudging: There’s more than one direcDon to (gently) push them
!"#$%%&#'(%&#)*+&%,#!"#$%%&#'(%&#)*+&%,#
@BartS
Affect heurisFc
:
Make people hap
py if you
sell them something n
ew.
But scare a bit t
hem if you
need a conserv
aDve choice
Emotion affect heuristic"
@BartS
Subliminal reïnforcement
‘because’ persuades with smaller requests
✔
Subliminal r
easoning:
Use checkm
arks
and ‘becaus
e’
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Carrots & sFcks
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Anchoring & adjustments"
@BartS
Anchoring & adjustments"
@BartS
Anchoring & adjustments"
Anchoring: Start high as default, than move down
@BartS
Deze presentatie vindt u op: "www.OnlineDialogue.nl"
@BartS | @ePersuasion www.online-‐persuasion.com Bart@onlinedialogue.com