Course Overview: Bart Schutz – Master of Online Persuasion
The Master of Online Persuasion is an intensive program led by world-renowned psychologist Bart Schutz. The core philosophy of this course is simple yet profound: Customers are brains. By shifting the focus from “users” to “neural processes,” this course provides a masterclass in digital persuasion and experience design.
This curriculum synthesizes the entire library of “The Wheel of Persuasion,” offering a deep dive into the behavioral science that dictates how humans navigate, decide, and convert in digital environments.
Core Pillars of the Curriculum
The course is structured to move from theoretical foundations to practical, high-impact implementation.
1. Behavioral Science Models & Theories
You will move beyond “best practices” to understand the why behind human action. The course covers:
- Dual-System Thinking: Understanding the interaction between System 1 (fast, intuitive) and System 2 (slow, rational) processing.
- The Fogg Behavior Model: Analyzing the relationship between Motivation, Ability, and Prompts.
- BJ Fogg’s Tiny Habits: Learning how to design for long-term user retention.
- Cialdini’s Principles: Deep dives into social proof, scarcity, and authority within a digital context.
2. The Wheel of Persuasion
As a central framework, the course utilizes the Wheel of Persuasion, a comprehensive map of psychological triggers.
- Cognitive Biases: Over 100+ biases (like Anchoring, Loss Aversion, and Framing) and how they influence the click.
- Emotional Design: Strategies to evoke the specific feelings that lead to brand loyalty.
- Social Influence: Leveraging the “herd mentality” to validate user choices.
3. Digital Experience Design (DX)
Persuasion is not just about the sale; it is about the journey. You will learn to:
- Reduce Cognitive Load: Streamlining interfaces so the “brain” doesn’t have to work harder than necessary.
- Choice Architecture: Structuring options to guide users toward the most beneficial outcomes.
- Anticipatory Design: Predicting user needs before they are explicitly stated.
What You Will Gain
By the end of this course, your approach to digital marketing and UX will be fundamentally transformed:
- Deep Psychological Insights: You will view every webpage as a stimulus for a specific neural response.
- Practical Tactics: You’ll walk away with dozens of ready-to-implement psychological “nudges.”
- Scientific Methodology: Learn how to run A/B tests that aren’t just based on color changes, but on psychological hypotheses.
- Optimized Conversions: Higher ROI by aligning your digital assets with the way the human brain actually functions.
Who Is This For?
This course is designed for professionals who are responsible for growth and user satisfaction:
- Conversion Rate Optimizers (CROs) looking for a scientific edge.
- UX/UI Designers wanting to move into behavioral design.
- Digital Marketers aiming to increase engagement through science.
Product Managers seeking to build more habit-forming products.
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