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

I n fo rm

Permiss ion

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

@BartS  

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

@BartS  

COOKIES

@ o n l i n e d i a l o g u e @ b a r t s

@BartS  

✗  

@BartS  

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

@BartS  

I T?

@BartS  

✗  @ 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  

@BartS  

@BartS  

D ia l ogue

@BartS  

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  

@BartS  

Reciprocity  

People tend to return a favor…

•  Overrules all other persuasion techniques (IRL!)"•  Society is build on reciprocity"

@BartS  

Reciprocity  

30  

 First  give…  

Image:  hLp://www.wineeniphone.net/iphone-­‐4-­‐apps/  

@BartS  

Door-­‐in-­‐the-­‐Face  

 First  ask  too  much!  

@BartS  

  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  

@BartS  

Foot-­‐between-­‐the-­‐lips  

 Get  that  first  click!  

Foot  between  the  lips:  First…  get  A  click    

@BartS  

Incongruency  

Incongruency:  Make  NOT  fit  the  page    

@BartS  

Gaze Cueing"

@BartS  

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"

@BartS  

Choice paradox"

The  paradox  of  Choice:  Offer  a  minimum  of  2  and  a  maximum  of  5  choices  

@BartS  

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’  

@BartS  

Carrots  &  sFcks  

@BartS  

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