Online Persuasion &
Experience Design


1. Psy Courses

Become a Master of Online Persuasion & Experience Design

Courses Overview

Learn what we’ve taught organizations like:

“This training is an eye-opener.
The Master of Online Persuasion is a perfect blend of gathering knowledge, understand how it works, and then apply it.”

Dorine Saes, Rabobank

“My goal was to be more effective in my A/B testing (with the use of scientific psychological theories instead of only analytic knowledge) and I succeeded!”

Annemarie Klaassen, TUI travel group

2. Psy Tactics (blog)

Our latest articles on Online Persuasion & Experience Design

  • Equivalence Framing - glass half full

Equivalence Framing

Solution, Your offer|

"The way things are stated or portrayed, highly influences our choices" Equivalence framing is the purposely stating or portraying - logically equivalent - information in such a way, that it encourages certain interpretations of the

  • Trust


Branding, You|

"We don’t act when we don’t trust you" We are a suspicious species. Therefore trust is a very important factor when it comes to online persuasion. Corritore et. al (2003) define online trust as follows:

  • Front-loading content


Information, Your offer|

"We prefer to get the conclusion first" "Reading texts is not a mystery game" (AartJan van Erkel). Front-loading content means that you first give away the conclusion. Occasionally it can help to arouse one's curiosity

All Articles on Online Persuasion & Experience Design

3. Keynotes

and Inspirational Sessions and Guest Lectures

More about Keynotes & Sessions

4. Ethics

Drawing the line

Don’t be evil

Embedding ETHICS in your digital capabilities

Digital persuasion & experience design can be applied unethically

We assist organizations in assuring their processes & culture prevent that these capabilities are used to promote behavior and experiences that we as a culture find unacceptable (like causing harm, regret, discrimination, or compromising other positive values).

Whether the ethical line is crossed, does not depend on ‘dark patterns’. It depends on how knowledge and capabilities are applied, what the effects are and if these cross your organization’s ethical line…

All our ETHICS services

5. The Wheel of Persuasion

The world’s largest collection of Persuasion & Experience Tactics

The world’s biggest collection of psychological tactics


The Wheel of Persuasion is the world’s biggest collection of Online Persuasion & Experience Design Tactics that includes a brief explanation of the academic background, as well as practical tips on how to monetize these insights, and often with digital proof of the effectiveness (a/b-tests).

=> Get inspired by what truly drives our online behavior and experiences.

Enter the Wheel of Persuasion