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'Latest online Persuasion Techniques'

Master of Online Persuasion Course

This post was written by Bart Schutz

Become an expert in persuasion and optimization:
Follow the Master of Online Persuasion Course!
An online course by international renowned expert on psychology, Bart Schutz.

This course provides you with key insights into psychology which will enable you to better understand your customers. Since marketing is defined as ‘communicating the value of a product to customers’, psychology can be seen as the science behind marketing.

How does your customer make decisions? What’s the role of emotion and ratio in decision making? How can you, working in marketing, influence this process of decision making?

You’ll learn about major psychological models and theories. Also, you’ll be …

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Money Omission

This post was written by Bart Schutz

“Money kills motivation in a social setting”

You want to motivate your customer to buy. Does it help to give a monetary reward? Of course, but… sure not always!

An important aspect of motivation is rooted in the huge difference between so-called monetary markets versus social markets. In a monetary market monetary rewards determine our motivations and behaviour, whereas in a social market we are ruled by social rewards (which are way more intrinsic than the extrinsic monetary rewards).

So is Money Omission a true persuasion technique? Probably not, but I do hope to prevent some greedy marketers to make the …

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Hobson’s+1 Choice Effect

This post was written by Bart Schutz

“One option is not really an option”

Customers click and buy more when there’s a link accompanying your big ‘buy now’ button (CTA). I personally call this persuasion technique the “Hobson+1 Effect” and it applies for most (but not all) of your visitors.

At Online Dialogue we’ve ran lots of A/B tests proving this persuasion technique (see some examples below): We simply add a second link very near to the ‘big button’ on a page. Links like ‘more information’, ‘add to whishlist’, ‘direct checkout’, ‘tweet this’ or simply ‘print this page’. They all tend to increase sales (conversion)…

Hereby a psychological explanation …

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Response Efficacy

This post was written by Bart Schutz

“We are more likely to perform an action when we belief the recommended action leads to the desired outcome”
Response efficacy concerns our belief that a certain action will actually be effective. It is closely related, yet really different from self-efficacy. Where self-efficacy is about how competent we feel we are in displaying the behavior (can we do it?), response efficacy is about whether we think our actions will lead to the desired result (when I do it, will it be effective?).

So we’re often motivated to fulfill certain needs and desires. But we’re reluctant to act upon them when we’re unsure whether our actions will actually be effective.

Response efficacy …

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Loss Aversion

This post was written by Bart Schutz

“We strongly prefer to avoid losses over acquiring gains.”
Imagine you loose $100 and I happen to be the lucky guy finding it. Loss aversion tells us that – unfortunately – you became more unhappy than that I became happier… Nobel laureate Daniel Kahneman and his late friend Amos Tversky discovered that losses are roughly twice as powerful, psychologically, as gains.

Therefore: phrasing the same outcomes as though it’s a loss can have a bigger impact than phrasing the same outcome as a gain.

But there’s more magic to the loss aversion effect. The Prospect Theory of Kahneman and Tversky explains that …

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Mental Accounting

This post was written by Bart Schutz

“We assign money to ‘mental categories’, and we spend money according to these categories.”
We find it too difficult to think about every possible alternative purchase, when making a purchase decision. This effect is called ‘Opportunity Cost Neglect’. Rationally, we should consider the fungibility of all our expenditures. But we don’t.

Instead we assign money to specific categories – known as mental accounts. Both the sources and uses of money are labeled according to these categories (housing, holidays, food, etc.). Some categories are broad, others are narrow. Some cover years, others only a short time. Balancing of these accounts happens daily for …

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Context Dependent Memory

This post was written by Bart Schutz

“We tend to forget things when we’re out of context.”
Do you recognize the following situation? You enter your basement, but instantly forget why you went there. You walk back, and as soon as you enter the kitchen you go “Oh, I remember, I went to get the juicer!” That’s cue dependent forgetting and remembering; it is our tendency to forget things which are out of context, and to recall information more easily when the original contextual cues are present (the cues that were also present when we learned it).

Take for example retargeting: someone visited your website and looked at a …

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  • The Wheel of Persuasion is published and owned under a CC license by Online Dialogue. It was created by Chief Persuasion Officer Bart Schutz, with great help from his colleagues and clients. All cases on the website are owned by the client in the case and / or their agency.

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