Bart Schutz - Data, Customers & the art of applying Psychology

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| Bart Schutz (@BartS) | OnlineDialogue.com | Applying Psychology

Data, customers & the art of Applying Psychology

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Emotional


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Filmpje Maxima met lijst kenmerken

Maxima Fast & never sleepsEmotionalIntuitive & associativeNaughtyMulti-taskingEffortlessNo control

Emotional


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Rational


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Willem Alexander Slow & lazyRationalReason & logicRulesRequires attentionEffortfulControls Maxima

Rational


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30 april 20138


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You & Your Customer are having Online Dialogues

facilitating Exponential Growth


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System 2 Slow & lazyRational & logicConsciousReasons & RulesRequires attentionEffortful

FutureControl

System 1 Fast & always onEmotionalSubconsciousIntuitive & associativeLarge capacityEffortless

WYSIATIAutomatic

We are a dual processing brain

| Bart Schutz (@BartS) | OnlineDialogue.comApplying Psychology


Bart Schutz - Online [email protected] | @BartS | 030 4100 170"Online Persuasion" - Thuiswinkelupdate 2012

Meet your system 1


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Introducing Willem & Maxima2 + 2 = ?Meet your system 1


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Sometimes you need to control system 1 with system 2


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But finds it really hard


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Because system 2 is extremely lazy



System 2 can only do 1 thing at a time



I Know! Calculations are hard work. But its nearly over.

Come on, one more123 + 5QUICK! THINK ABOUT A COLOR AND A TOOL!At the end of this test, I ask a question.Dont stop and think about itAnswer is immediately!How much is:15 + 63 + 5689 + 212 + 5375 + 2625 + 5263 + 32Especially when



Ego-depletionOur mental energy for self-control is quickly used upsystem 2 is depleted


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Your customer is ruled by a dual processing brain



Uniquely for #mktfest !Whitepaper on system 1 & 2Download: ondi.me/psychology

You, you can only think with system 2






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I applied Psychology

(Bart, 1997 -> 2009)


Applying science without any evidence


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I applied Psychologytotally lacking evidence

(Bart, 1997 -> 2009)


Then one day I met Ton Wesseling: A Digital Data & Test-aholic


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Digital Dialogues = Data


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Analyzing Behavioral Data!!!


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Creating data insights like these


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And running digital experiments like these:Variation AVariation B


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Evidence based growthbut no valid insights

(Ton, 1999 -> 2009)


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PowerReliability ValiditySpeedExtremeExperiments


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(09-09-09)


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Evidence based Growth


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Optimizing Customer Journeys


Dual SystemsAttention & PerceptionA/B-testing

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Attract


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Attracting people

For every goal a separate piggy bank For every goal an extra savings account

FramingThe same concept, but more positively associated


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Attracting people

Perception-Behavior LinkArrow shapes can induce action


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Landing



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LandingVisual CueingOur attention is very easily influenced



Landing

Choice architectureSeparating people that need different information & nudges


Gains in reputation:- Nucleus accumbens licht op bij gains in reputation for the self relative to gains for others predicts social media use- PUPIL DILATION45

Searching



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Searching


Uplift:7% on desktop66% on mobile47

Searching


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Choosing


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ChoosingFocusing effect We make rational decisions more easily when we focus on 1 aspect

1,95% base interest + 0,40% loyalty interest rate on a yearly base on a yearly base1,95% base interest on a yearly base+ 0,40% loyalty interest rate on a yearly base


+26%Bart Schutz - Online [email protected] | @BartS | 030 4100 170"Online Persuasion" - Thuiswinkelupdate 2012

Choosing

6 months fixed (2,70%*)Fixed interest2,70%*Descartes errorRatio needs emotions to add value to the argument



Buying



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Choosing

Mental accountingPrice perception can easily be adjusted by changing the time or market frame.

Do you know what a good night of sleep is costing?The average person sleeps 8 hours a night and a minimum of 10 years on this bed. For a perfect night of sleep on this bed you only pay0,82 per month


She attributes her behavior extrinsically when there are external rewards, deadlines, etc

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AutonomyLet your customer think hes free in his choicesBuying

Mandatory field Optional field


She attributes her behavior extrinsically when there are external rewards, deadlines, etc

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Bart, Online DialoguePsychologist

Not so much testing on FaceBook (reason later)!55

Exponential Growth in Customer Intelligence


(Behaviour & Neuro) Intelligence Digital Data Evidence Driven Growth

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PowerReliability ValiditySpeedExtremeExperiments



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BIG: Behavioral Intelligence Graph


Segments



Segments



Segments


Bandwidth rulezFree calculationhttp://abtestguide.com


Segments

POWERRRR testing at Online DialogueHalf of our tests: GTMFree a/b-testing solution:http://gtmtesting.com


Half of our a/b tests25 universiteiten, 60.000 publicaties, 21.000 fte62

Evidence based improvements growing over time


1st Party Customer IntelligenceCompetitive Advantage



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Its all about exploiting Bandwidth & reinvesting


VEEEEEL onderzoeken65

Its all about exploiting Bandwidth & reinvesting


VEEEEEL onderzoeken66

EvidenceEverything



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Exponential Growth in Revenue



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Investment Revenue over 6 months ROI in monthsCompany X82.0001.200.000+1463%Company X89.0001.800.000 +2022%Company X150.0005.500.000+3666%Company X166.0005.800.000+3493%Company X230.00016.500.000+7173%

Financial goal: Revenue increase (last 5 Business Cases)



facilitating Exponential GrowthWrap up




We're brains => Psychology (2 systems, +++) Data & Testing => Exploit Bandwidth

Combining = Exponential Growthtakeaways





Let me tell you a little story.I come from a small kingdom on the other side of the Atltantic72







Get to know usAnd use your knowledge ethicallyLearn moreDownload the slides & #mktfest FREE whitepaper on ondi.me/psychology

Bart Schutz - @[email protected]/in/bartschutz/abtestguide.comonline-dialogue.comwheel-of-persuasion.com


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Bart Schutz - @[email protected]/in/bartschutz/abtestguide.comonline-dialogue.comwheel-of-persuasion.com


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Education

Bart Schutz - Data, Customers & the art of applying Psychology