Data, Customers & the art of applying Psychology

According to Bart Schutz, customers aren't ruled by a single voice in their head. Two systems decide, a fast emotional one and a slow rational one, and the rational one is lazy and easily depleted. Bart is a consumer psychologist who has applied psychology to online marketing since 1995, and in 2009 he co-founded a company with Ton Wesseling that runs thousands of A/B tests a year. He presents the two systems as Queen Máxima and King Willem-Alexander of the Netherlands.

You'll learn why the rational system can handle only one thing at a time and what that means for your pages. Bart walks through ten cases along the customer journey: a savings account renamed a piggy bank, content shaped into an arrow, separating visitors by motivation, a bed price broken down per month and a form with one optional field. He closes with how to turn testing into a programme that funds itself from its own results.