conversions@google 2014 keynote - persuading mobile brains - bart shutz - wheel of persuasion

Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@

P e r s u a d i n g M o b i l e B r a i n s

Filmpje Maxima met lijst kenmerken

P e r s u a d i n g M o b i l e B r a i n s

Psychologist

Psychologist Psychologist

Psychologist

Psychologist @BartS

Consumer psychologist

www.Wheel-of-Persuasion.com

S e p a r a t i n g c o n s u m e r s & m o n e y D e l i g h t i n g

B r a i n k n o w l e d g e ?

C o n v e r s i o n E x p e r t s ?

A / B - t e s t i n g

Wilma Julia

Variation A Variation B

T h e c u s t o m e r h i m s e l f ?

S c i e n c e

We have a Dual Processing Brain

S o , H o w t o p e r s u a d e 2 s y s t e m s ?

W e l l , … F i r s t o f a l l …

D o y o u n e e d W i l l e m ? o r M a x i m a ?

1 ) W i l l e m r e q u i r e s e n e r g y

Wil lem deplet ion

At the end of this test, I ask a question.

Don’t stop and think about it Answer is immediately!

Wil lem deplet ion

Thank you! Choose your reward:

Remember: 39 3826479

Wil lem deplet ion

1 ) W i l l e m r e q u i r e s m e n t a l e n e r g y !

- W h i c h i s h a r d o n M o b i l e ! -

Mobi le Character ist ics

Mobile is costing Willem"more effort for reading less

information…

… and more effort for navigating & typing…

…and more for paying "(attention)

Different devices dur ing the day

Mobile is used when there’s a lot of distraction

Distract ing environments

1.  Home 2.  On -the-go 3.  Work 4.  In a store 5.  Café 6.  Public transport 7.  Restaurant

When Wi l lem is needed…

6$ 7$ 8$ 9$ 10$ 11$ 12$ 13$ 14$ 15$ 16$ 17$ 18$ 19$ 20$ 21$ 22$ 23$

Desktop$ Mobile$ Tablet$

…you get graphs l ike these

You know i t ’s t ime to wake him up!

Exper iment ing with Wi l lem

Uplift only for Willem: !  Same day buyers !  Less than 8 pages

In 3 minutes less time!

O r i s i t e v e n w o r s e …

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? "

Wil lem is a loser

33% or 50% ?

Willem"is not so as smart "as he thinks he is

Maxima rulez

Willem"gets overruled "

by Maxima

That’s why Wi l lem starts ly ing

Willem is about"post-decision rationalization "

(ALIBI’S)!

But i t exaggerates i ts ro le

Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com Conversion@Google 2014

“Humans are not a rational animal,

but a rationalizing one”

Leon Festinger

2 ) W i l l e m r e q u i r e s a t t e n t i o n !

Can Wi l lem pay attent ion?

Willem"is blind for things he’s not

paying attention to

Ehm, is Wi l lem able to see at a l l?

Willem"has huge trouble deciding where to put his attention

This is why he is not perceiv ing

99% of what you see, "is not what you see, but what you decide to see

Does his bl indness matter?

Blindsight: To see, while being unaware of it

Maxima sometimes needs Wi l lem

Willem can take control "and help Maxima

2 ) W i l l e m r e q u i r e s a t t e n t i o n !

- W h i c h i s h a r d o n m o b i l e ! -

Willem"has a hard time "

focusing on mobile Fundamental Attribution Error: We blame Willem, not Maxima

Willem is in an immense competition with Maxima

Shorter dia logues with Wi l lem

Desktop( Tablet( Mobile/Wifi( Mobile/3/4G(

The more “mobile”, the less Willem is involved

Is th is Wi l lem appear ing?

Willem gone on mobile: !  Less ‘repeat visitors’

!  Less pages in less time !  Lower CR

He appears when: !  Important decision, that !  need to be justified, and !  he is knowledgeable of

Desktop( Tablet( Mobile(

Session(1me( Before(transac1on(

Shorter dia logues with Wi l lem

Willem is often involved when money is entering the

equation

Longer dia logues with Maxima

Desktop( Tablet( Mobile(

Maxima on mobile: !  More ‘repeat visitors’

!  More pages in more time

Optimiz ing for Wi l lem again

Desktop +10% Tablet +39% Mobile +178%

Need Willem to stay awake?"Take away all friction!

Optimiz ing for Maxima

And for Maxima again…

Mobile winner Need Maxima?"

Add a little friction and make her touch you

And again…

Variation A Variation B

Need Maxima?"Add a little friction and make

her touch you

Pls thank your Wi l lem & Maxima

@BartS bar@onlinedialogue.com nl.linkedin.com/in/bartschutz/

abtestguide.com online-dialogue.com

wheel-of-persuasion.com

See http://persuasion.tips (slides w/ extra cases !)

O n e m o r e t h i n g …

Yo u r b r a i n i s a l a z y l i a r

I t b e l i e v e s ‘ s t o r i e s ’

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 ’

S o …

N E V E R b e l i e v e y o u r b r a i n !

n o r ‘ s p e a k e r s ’

B u t d o b e l i e v e …

S c i e n c e ( a b i t ) , a n d …

y o u r D ATA ! ! !

Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@ Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@

Digital Data Persuasion Psychology

Be aware: Most A/B-tests are wrong!

Analyze &

Experiment

CRO? => GROW your business!

Pls thank your Wi l lem & Maxima

@BartS bar@onlinedialogue.com nl.linkedin.com/in/bartschutz/

abtestguide.com online-dialogue.com

wheel-of-persuasion.com

See http://persuasion.tips (slides w/ extra cases !)

conversions@google 2014 keynote - persuading mobile brains - bart shutz - wheel of persuasion

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