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Your customer

Your customer

Your customer is a brain. All his behavior is controlled by this 1,5 kilo of cortical proteins and fats. Every decision is made by his 100 billion brain cells and 1.000 billion glial cells that interact via a 1.000 times a 1.000 billion synapses (“It’s quite complicated” ;-).

We start to learn more and more about our brain. Also because of our World Wide Valhalla for scientists. We start to understand how we are influenced by our ‘Needs & Motivations‘, how ‘Attention & Perception‘ works, how we save and use experiences in our ‘Memory‘, and how our decisions are influenced by ‘Ratio’s & Thoughts‘, as well as by ‘Emotions & Irrationalities‘.

Money Omission

“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

“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

Response Efficacy

“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

“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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Context Dependent Memory

“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

Self-generation affect effect

“If we figured it out ourselves, we like it better”
The self-generation affect effect (or the ‘not invented here – bias’ as people like Dan Ariely phrase it) is the cognitive version of the physical labor-love effect. Not only does physical effort increase liking, it works just as fine for cognitive effort… We tend to like ideas and information better if it is generated by our own mind (instead of ideas that we read or hear from someone else). Even if people invest just a small amount of cognitive energy in an idea or solution, they like it much more

Affect Heuristic

“We decide differently depending on our emotional state”
The way we feel influences our decisions and their outcomes. When we are happy – for example – we are more likely to try new things. But if we are worried, we tend to make more conservative choices. Therefor our emotional response to a website, app or Facebook page alters our judgment.

Because of this dependence on our emotional state, we make different decisions based on the same set of facts. Overall, this – so called – affect heuristic is of influence in nearly every decision-making arena.

The affect heuristic is typically used while

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