torstai 6. huhtikuuta 2017

Online persuasion: how to convince people to stay on your site and take desirable action - IWBAS

We attended Igor ter Halle’s lecture about online persuasion. The lecture was very interesting because of the interaction with the audience and multiple pragmatic examples. Ter Halle teaches at Windesheim University of Applied Sciences in the Netherlands.

TOP 5 interesting points of the lecture
  • Conversion rate in physical stores is higher than in online stores
  • Adapt Robet Cialdini’s 6 Principles of Persuasion to online marketing (Reciprocation,     Commitment & Consistency, Social Proof, Liking, Authority and Scarcity)
  • Don’t use many means at the same time, but find the most suitable for your needs
  • Know your target group
  • Remember that statistics don’t tell the whole truth

Igor ter Halle lecturing.


At our interview after the lecture ter Halle stated that higher education institutions in the Netherlands have to accept every applicant if one meets the criteria, which means having a lower degree. Even the applicant’s former grades don’t have an influence on the selection. In medicine and journalism there are different criterion. The duration of business studies depends on if one goes to university or university of applied sciences. Bachelor’s degree at university takes three years and Master’s degree one year. In university of applied sciences one studies four years for Bachelor’s degree and two years for Master’s degree. Ter Halle tells that at Windesheim University of Applied Sciences the first year of studies consists mainly of lectures and the second is all about putting knowledge into practice. That’s when the co-operation with companies is essential. Many of the students work along with the studies because the tuition fee is about 2000 €.

From the left Miikka Kaatranen, Lauri Kamppi, Tommi Kanerva, Anni Jalli, Aleksi Kallionpää, Igor ter Halle, Maria Jalonen, Jake Jokela, Noora Järvinen, Antti Järvinen and at the front row Aleksi Jussila and Niklas Jokinen.

Companies hiring newly graduates varies depending on the economic situation. Only a couple years ago it was difficult to find a job as a newly graduated, but nowadays it’s quite easy. The field of information technology is the major employer of newly and undergraduates. The production has almost entirely disappeared from the Netherlands, but the headquarters have stayed and there are still positions in the field of business. One doesn’t stay long at their first job. The longer person has been in working life, the longer one will probably stay in the same occupation. Earlier studying as an adult was quite common, but nowadays the tuitions are high and it’s difficult to receive any student allowance so it’s very expensive.

The business culture in Finland and in the Netherlands is surprisingly similar according to ter Halle. Both Finns and the Dutch are rather informal and consider hierarchy not so remarkable, so they differ quite a lot from for example Germans. However, the Dutch are more outspoken whereas Finns are more polite, moderate and quiet. When it comes to business gifts, ter Halle prefers experiences over concrete items. Instead of having a meeting in the office or giving a mug with the company’s logo on it, one should take their business partner for instance to a restaurant or a sauna.

Written by: Alpha Guard OPY