Samenvatting Boek:
Online invloed
Zo pas je bewezen gedragspsychologie
toe voor betere online resultaten
Door:
Bas Wouters en Joris Groen
,Inhoudsopgave
DEEL 1 ZO ONTWERP JE GEDRAG.................................................................................................................... 4
WEBDESIGN -> BEHAVIOUR DESIGN...........................................................................................................................4
HET FOGG BEHAVIOR MODEL...................................................................................................................................4
DANIEL KAHNEMAN................................................................................................................................................5
ROBERT CIALDINI....................................................................................................................................................5
ETHISCHE KANT......................................................................................................................................................6
DEEL 2 ZO ONTWERP JE EEN WINNENDE PROMPT..........................................................................................7
AANDACHT............................................................................................................................................................7
CONCURRERENDE PROMPTS......................................................................................................................................7
AFFORDANCE.........................................................................................................................................................8
BENOEM HET GEWENSTE GEDRAG LETTERLIJK...............................................................................................................8
CURIOSITY.............................................................................................................................................................8
EXCEPTIONAL BENEFIT.............................................................................................................................................8
SIMPLE QUESTION...................................................................................................................................................9
UNFINISHED JOURNEY.............................................................................................................................................9
DEEL 3 ZO VERGROOT JE MOTIVATIE............................................................................................................ 10
ANTICIPEREND ENTHOUSIASME................................................................................................................................10
APPELLEREN AAN BASISBEHOEFTE............................................................................................................................10
SOCIAAL BEWIJS................................................................................................................................................... 11
AUTORITEIT.........................................................................................................................................................11
BABY-STEPS.........................................................................................................................................................11
SCHAARSTE......................................................................................................................................................... 11
CONFETTIREGEN...................................................................................................................................................11
LOSS AVERSION....................................................................................................................................................12
PERCEIVED VALUE................................................................................................................................................ 12
REASONS WHY.....................................................................................................................................................12
DEEL 4 ZO VERGROOT JE ABILITY.................................................................................................................. 13
KEUZEMOGELIJKHEDEN VERMINDEREN......................................................................................................................14
KEUZEHULP BIEDEN...............................................................................................................................................14
DEFAULT, PREFILL EN AUTOCOMPLETE......................................................................................................................14
DE JENGA-TECHNIEK.............................................................................................................................................14
AFLEIDING VERWIJDEREN.......................................................................................................................................14
FEEDBACK GEVEN.................................................................................................................................................14
OMKEERBAARHEID AANBIEDEN................................................................................................................................14
PAGINA OPBOUW.................................................................................................................................................15
DONT MAKE ME THINK..........................................................................................................................................15
FAMILIARITY........................................................................................................................................................ 15
VERWACHTE INSPANNING.......................................................................................................................................15
ONGEWENST GEDRAG MOEILIJKER MAKEN.................................................................................................................15
DEEL 5 ZO ONTWERP JE KEUZES................................................................................................................... 16
HOBSON + 1.......................................................................................................................................................16
ANCHORING........................................................................................................................................................16
EXTREME AVERSION..............................................................................................................................................16
DECOY............................................................................................................................................................... 16
NUDGING........................................................................................................................................................... 16
DEEL 6 ZO PAS JE GEDRAGSPSYCHOLOGIE TOE.............................................................................................17
ONLINE ADVERTEREN............................................................................................................................................17
DISPLAYADVERTENTIES...........................................................................................................................................17
, SOCIAL-MEDIA-ADVERTENTIES.................................................................................................................................17
E-MAILADVERTENTIES............................................................................................................................................17
ZOEKMACHINE ADVERTENTIES.................................................................................................................................17
LANDINGSPAGINA’S...............................................................................................................................................17
DE CHECK-OUT.....................................................................................................................................................17
Online invloed
Zo pas je bewezen gedragspsychologie
toe voor betere online resultaten
Door:
Bas Wouters en Joris Groen
,Inhoudsopgave
DEEL 1 ZO ONTWERP JE GEDRAG.................................................................................................................... 4
WEBDESIGN -> BEHAVIOUR DESIGN...........................................................................................................................4
HET FOGG BEHAVIOR MODEL...................................................................................................................................4
DANIEL KAHNEMAN................................................................................................................................................5
ROBERT CIALDINI....................................................................................................................................................5
ETHISCHE KANT......................................................................................................................................................6
DEEL 2 ZO ONTWERP JE EEN WINNENDE PROMPT..........................................................................................7
AANDACHT............................................................................................................................................................7
CONCURRERENDE PROMPTS......................................................................................................................................7
AFFORDANCE.........................................................................................................................................................8
BENOEM HET GEWENSTE GEDRAG LETTERLIJK...............................................................................................................8
CURIOSITY.............................................................................................................................................................8
EXCEPTIONAL BENEFIT.............................................................................................................................................8
SIMPLE QUESTION...................................................................................................................................................9
UNFINISHED JOURNEY.............................................................................................................................................9
DEEL 3 ZO VERGROOT JE MOTIVATIE............................................................................................................ 10
ANTICIPEREND ENTHOUSIASME................................................................................................................................10
APPELLEREN AAN BASISBEHOEFTE............................................................................................................................10
SOCIAAL BEWIJS................................................................................................................................................... 11
AUTORITEIT.........................................................................................................................................................11
BABY-STEPS.........................................................................................................................................................11
SCHAARSTE......................................................................................................................................................... 11
CONFETTIREGEN...................................................................................................................................................11
LOSS AVERSION....................................................................................................................................................12
PERCEIVED VALUE................................................................................................................................................ 12
REASONS WHY.....................................................................................................................................................12
DEEL 4 ZO VERGROOT JE ABILITY.................................................................................................................. 13
KEUZEMOGELIJKHEDEN VERMINDEREN......................................................................................................................14
KEUZEHULP BIEDEN...............................................................................................................................................14
DEFAULT, PREFILL EN AUTOCOMPLETE......................................................................................................................14
DE JENGA-TECHNIEK.............................................................................................................................................14
AFLEIDING VERWIJDEREN.......................................................................................................................................14
FEEDBACK GEVEN.................................................................................................................................................14
OMKEERBAARHEID AANBIEDEN................................................................................................................................14
PAGINA OPBOUW.................................................................................................................................................15
DONT MAKE ME THINK..........................................................................................................................................15
FAMILIARITY........................................................................................................................................................ 15
VERWACHTE INSPANNING.......................................................................................................................................15
ONGEWENST GEDRAG MOEILIJKER MAKEN.................................................................................................................15
DEEL 5 ZO ONTWERP JE KEUZES................................................................................................................... 16
HOBSON + 1.......................................................................................................................................................16
ANCHORING........................................................................................................................................................16
EXTREME AVERSION..............................................................................................................................................16
DECOY............................................................................................................................................................... 16
NUDGING........................................................................................................................................................... 16
DEEL 6 ZO PAS JE GEDRAGSPSYCHOLOGIE TOE.............................................................................................17
ONLINE ADVERTEREN............................................................................................................................................17
DISPLAYADVERTENTIES...........................................................................................................................................17
, SOCIAL-MEDIA-ADVERTENTIES.................................................................................................................................17
E-MAILADVERTENTIES............................................................................................................................................17
ZOEKMACHINE ADVERTENTIES.................................................................................................................................17
LANDINGSPAGINA’S...............................................................................................................................................17
DE CHECK-OUT.....................................................................................................................................................17
