Conversions@Google 2014 Keynote - Persuading mobile Brains - Bart Shutz - Wheel of Persuasion
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Transcript of Conversions@Google 2014 Keynote - Persuading mobile Brains - Bart Shutz - Wheel of Persuasion
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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
Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Filmpje Maxima met lijst kenmerken
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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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
Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Psychologist
Psychologist
Psychologist Psychologist
Psychologist
Psychologist Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist Psychologist
Psychologist
Psychologist
Psychologist
Psychologist @BartS
Consumer psychologist
Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
www.Wheel-of-Persuasion.com
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
B r a i n k n o w l e d g e ?
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
C o n v e r s i o n E x p e r t s ?
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
A / B - t e s t i n g
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Wilma Julia
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Variation A Variation B
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
B r a i n k n o w l e d g e ?
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
T h e c u s t o m e r h i m s e l f ?
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
B r a i n k n o w l e d g e ?
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
S c i e n c e
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
S c i e n c e
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
We have a Dual Processing Brain
Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
S o , H o w t o p e r s u a d e 2 s y s t e m s ?
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
W e l l , … F i r s t o f a l l …
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
D o y o u n e e d W i l l e m ? o r M a x i m a ?
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
1 ) W i l l e m r e q u i r e s e n e r g y
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Wil lem deplet ion
At the end of this test, I ask a question.
Don’t stop and think about it Answer is immediately!
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Wil lem deplet ion
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Wil lem deplet ion
Thank you! Choose your reward:
Remember: 39 3826479
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Wil lem deplet ion
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Wil lem deplet ion
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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 ! -
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Mobi le Character ist ics
Mobile is costing Willem"more effort for reading less
information…
Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Mobi le Character ist ics
… and more effort for navigating & typing…
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Mobi le Character ist ics
…and more for paying "(attention)
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Different devices dur ing the day
Mobile is used when there’s a lot of distraction
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Distract ing environments
1. Home 2. On -the-go 3. Work 4. In a store 5. Café 6. Public transport 7. Restaurant
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
When Wi l lem is needed…
50%$
60%$
70%$
80%$
90%$
100%$
110%$
120%$
130%$
140%$
6$ 7$ 8$ 9$ 10$ 11$ 12$ 13$ 14$ 15$ 16$ 17$ 18$ 19$ 20$ 21$ 22$ 23$
Desktop$ Mobile$ Tablet$
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
…you get graphs l ike these
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
You know i t ’s t ime to wake him up!
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Exper iment ing with Wi l lem
Uplift only for Willem: ! Same day buyers ! Less than 8 pages
In 3 minutes less time!
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
O r i s i t e v e n w o r s e …
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Maxima rulez
Willem"gets overruled "
by Maxima
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
That’s why Wi l lem starts ly ing
Willem is about"post-decision rationalization "
(ALIBI’S)!
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
2 ) W i l l e m r e q u i r e s a t t e n t i o n !
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Can Wi l lem pay attent ion?
Willem"is blind for things he’s not
paying attention to
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Ehm, is Wi l lem able to see at a l l?
Willem"has huge trouble deciding where to put his attention
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
This is why he is not perceiv ing
99% of what you see, "is not what you see, but what you decide to see
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Does his bl indness matter?
Blindsight: To see, while being unaware of it
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Maxima sometimes needs Wi l lem
Willem can take control "and help Maxima
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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 ! -
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Willem"has a hard time "
focusing on mobile Fundamental Attribution Error: We blame Willem, not Maxima
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Willem is in an immense competition with Maxima
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Shorter dia logues with Wi l lem
Desktop( Tablet( Mobile/Wifi( Mobile/3/4G(
The more “mobile”, the less Willem is involved
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Desktop( Tablet( Mobile(
Session(1me( Before(transac1on(
Shorter dia logues with Wi l lem
Willem is often involved when money is entering the
equation
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Longer dia logues with Maxima
Desktop( Tablet( Mobile(
Maxima on mobile: ! More ‘repeat visitors’
! More pages in more time
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Optimiz ing for Wi l lem again
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Optimiz ing for Wi l lem again
Desktop +10% Tablet +39% Mobile +178%
Need Willem to stay awake?"Take away all friction!
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Optimiz ing for Maxima
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Optimiz ing for Maxima
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
And for Maxima again…
Mobile winner Need Maxima?"
Add a little friction and make her touch you
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
And again…
Variation A Variation B
Need Maxima?"Add a little friction and make
her touch you
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Pls thank your Wi l lem & Maxima
@BartS [email protected] nl.linkedin.com/in/bartschutz/
abtestguide.com online-dialogue.com
wheel-of-persuasion.com
See http://persuasion.tips (slides w/ extra cases !)
![Page 85: Conversions@Google 2014 Keynote - Persuading mobile Brains - Bart Shutz - Wheel of Persuasion](https://reader038.fdocuments.us/reader038/viewer/2022110318/55d54e7bbb61ebac488b4568/html5/thumbnails/85.jpg)
Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
O n e m o r e t h i n g …
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Yo u r b r a i n i s a l a z y l i a r
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
I t b e l i e v e s ‘ s t o r i e s ’
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
S o …
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
N E V E R b e l i e v e y o u r b r a i n !
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
n o r ‘ s p e a k e r s ’
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
B u t d o b e l i e v e …
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
S c i e n c e ( a b i t ) , a n d …
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
y o u r D ATA ! ! !
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@ Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@ Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Digital Data Persuasion Psychology
CRO?
Be aware: Most A/B-tests are wrong!
Analyze &
Experiment
CRO? => GROW your business!
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Bart Schutz (@BartS) | Online Dialogue WheelofPersuasion.com conversions@
Pls thank your Wi l lem & Maxima
@BartS [email protected] nl.linkedin.com/in/bartschutz/
abtestguide.com online-dialogue.com
wheel-of-persuasion.com
See http://persuasion.tips (slides w/ extra cases !)