conversion hotel 2014: bart schutz (nl) keynote
TRANSCRIPT
![Page 1: Conversion Hotel 2014: Bart Schutz (NL) keynote](https://reader033.vdocument.in/reader033/viewer/2022060205/55a1606f1a28ab5b6a8b484a/html5/thumbnails/1.jpg)
OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
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 ?
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
![Page 3: Conversion Hotel 2014: Bart Schutz (NL) keynote](https://reader033.vdocument.in/reader033/viewer/2022060205/55a1606f1a28ab5b6a8b484a/html5/thumbnails/3.jpg)
OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
W i l l e m A l e x a n d e r M a x i m a
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
![Page 5: Conversion Hotel 2014: Bart Schutz (NL) keynote](https://reader033.vdocument.in/reader033/viewer/2022060205/55a1606f1a28ab5b6a8b484a/html5/thumbnails/5.jpg)
OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
Filmpje Maxima met lijst kenmerken
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
![Page 10: Conversion Hotel 2014: Bart Schutz (NL) keynote](https://reader033.vdocument.in/reader033/viewer/2022060205/55a1606f1a28ab5b6a8b484a/html5/thumbnails/10.jpg)
OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
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 ?
![Page 11: Conversion Hotel 2014: Bart Schutz (NL) keynote](https://reader033.vdocument.in/reader033/viewer/2022060205/55a1606f1a28ab5b6a8b484a/html5/thumbnails/11.jpg)
OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
W h a t d o e s s c i e n c e s a y ?
![Page 12: Conversion Hotel 2014: Bart Schutz (NL) keynote](https://reader033.vdocument.in/reader033/viewer/2022060205/55a1606f1a28ab5b6a8b484a/html5/thumbnails/12.jpg)
OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
![Page 13: Conversion Hotel 2014: Bart Schutz (NL) keynote](https://reader033.vdocument.in/reader033/viewer/2022060205/55a1606f1a28ab5b6a8b484a/html5/thumbnails/13.jpg)
OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
We have a dua l process ing bra in
OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #Eurib
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
Drugs Quote Taran7no (legal…)?
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
CENSORED
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
CENSORED
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
Loved among tourists (Foto’s Brian voor condoomshop? Sprekers in rosse buurt?)
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
Loved among tourists (Foto’s Brian voor condoomshop? Sprekers in rosse buurt?)
![Page 33: Conversion Hotel 2014: Bart Schutz (NL) keynote](https://reader033.vdocument.in/reader033/viewer/2022060205/55a1606f1a28ab5b6a8b484a/html5/thumbnails/33.jpg)
OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
CENSORED
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
CENSORED
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
Whee l o f Persuas ion
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
Square o f In tox icat ion Desire = Up Desire = Down
Pres
ent =
Dow
n Pr
esen
t = U
p
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
Desire = Rational Desire = Irrational
Pres
ent =
Irra
tiona
l Pr
esen
t = R
atio
nal
Square o f In tox icat ion
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
T h e N a k e d C o n s u m e r P a r t 1 : U p p e r s W a k e W i l l e m u p
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
CENSORED
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
CENSORED
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
I s i t poss ib le to wake W i l lem up?
Willem"requires full attention and can’t deal with distraction
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
Wil lem & Max ima share “at tent ion”
OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #Eurib
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
Espec ia l l y on Mobi le !
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
So do you need to wake W i l lem up?
Von Restorff Effect: “We automatically pay more attention to things that are
significantly different” @Atopos42
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
Than use a ler t ing t r iggers
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 | #Eurib
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
And make h im c lear where to look
Visual Cueing: “Our attention is very easily
influenced”
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
Even i f i t ’s subt le
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
T h e N a k e d C o n s u m e r P a r t 2 : S p e e d e r s K e e p W i l l e m a w a k e
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
CENSORED
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
CENSORED
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
Wil lem prefers to fa l l as leep aga in
At the end of this test, I ask a question.
Don’t stop and think about it Answer is immediately!
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
He gets depleted rea l ly qu ick
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
He gets depleted rea l ly qu ick
1. Please remember these numbers
Group A: Group B: 3852869 39
2. Thank you! Now choose your reward:
or Group A Group B
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
He gets depleted rea l ly qu ick
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
He gets depleted rea l ly qu ick
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
That ’s why you get CR-graphs l ike these
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
So don’t dep lete W i l lem when he’s awake
Focusing Effect We can only consciously pay attention to one thing
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
As long as he’s in favor o f you
Goal-directed behavior Don’t distract goal directed
visitors with choices
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
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
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
CENSORED
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
CENSORED
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
Do deplete W i l lem when he’s aga inst you
One-Choice-Paradox Offer a minimum of 2
choices Test done by Conrad during OnlineDialogue’s Master of Online Persuasion Course
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
By adding energy dra iners
Test done by Conrad during OnlineDialogue’s Master of Online Persuasion Course
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
T h e N a k e d C o n s u m e r P a r t 4 : C o m a K e e p W i l l e m s l e e p i n g
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
CENSORED
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
CENSORED
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
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? "
Whi le W i l lem s leeps, i t ’s Max ima’s par ty
It’s 33%...
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
Whi le W i l lem s leeps, i t ’s Max ima’s par ty
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
Wil lem even s leeps when he knows bet ter
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
Often i t ’s best to have W i l lem in a coma
Decrease Usability When you have to "get rid of Willem
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
A n d W i l l e m d o e s n ’ t c a r e
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
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
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
When W i l lem wakes up, he star ts ly ing
Willem is about"post-decision rationalization "
(ALIBI’S)!
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
About the dec is ions that Max ima made
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
O u r b r a i n i s n o t r a t i o n a l
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
O u r b r a i n i s r a t i o n a l i z i n g
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
T h a t ’s w h y …
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
… 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
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
Wil lem is ly ing, just to comfor t you
Post-decision rationality Stop focusing on USP’s;"
Consciousness = Comfortness
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
Whi le Max ima does what she l ikes
Subliminal dominance Start learning to persuade
Maxima
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
Based on Emot ions
Attentional Bias: “We pay attention to the things
that touch us”
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
And phys ica l touch
Variation A Variation B
Foot in the door"That 1st small commitment
is half the battle
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
W r a p u p : W i l l e m & M a x i m a
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
Thank you
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
O n e m o r e t h i n g …
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
Yo u r b r a i n i s a l a z y d e p l e t i n g l i a r t o o
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
I t b e l i e v e s ‘ s t o r i e s ’
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
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 ’
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
S o …
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
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 !
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
n o r ‘ s p e a k e r s ’
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
B u t d o b e l i e v e …
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
Yo u r b r a i n s c i e n t i s t
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
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
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #CH2014
GROW YOUR BUSINESS!
Digital Data Persuasion Psychology
Analyze &
Experiment
Naked"Consumer"Knowledge
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OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #2014
Thank you!
Bart Schutz - @BartS [email protected] nl.linkedin.com/in/bartschutz/
testing.agency online-dialogue.com
wheel-of-persuasion.com
Download the slides: http://persuasion.tips ! Read more: Wheel-of-Persuasion.com ! Hire us: OnlineDialogue.com ! Follow my course : OnlineDialogue.com/Academy