About Us | Online Influence Institute — Behavioral Science for Digital Results
About Online Influence Institute

Where Behavioral Science
Meets Digital Results

The Online Influence Institute applies 2,000 years of human psychology to the most important challenge in modern marketing: making people act online. Not through tricks. Through behavioral science.

100K+
Books sold worldwide
3,000+
Professionals trained
4.8/5
Average client rating
Bas Wouters — Founder Online Influence Institute
Bas Wouters
Founder & CEO
International Bestselling Author
Co-Founder, Cialdini Institute
PIM Award 2020 — Best Marketing Book
Trained by Dr. Robert Cialdini
"
The book written by Bas Wouters is a must read for everybody who wants to boost their online results. A must-study for anyone involved in online influence.
— Dr. Robert Cialdini, NY Times Bestselling Author of Influence
Meet the Expert
Bas Wouters — Behavioral Science Expert en Founder Online Influence Institute
Bas Wouters
Founder, Online Influence Institute
International Bestselling Author — 'Online Influence'
Co-Founder, Cialdini Institute
Trained thousands of professionals worldwide
Exclusive partner of Dr. Robert Cialdini
Global keynote speaker — 17,000+ C-level audiences

Bas Wouters

Founder & CEO — Behavioral Science Applied to Digital Marketing

Bas Wouters started where most marketers never look: at the science of why people act. After generating millions in revenue through data-driven digital campaigns, he discovered that the most powerful variable in any marketing equation isn't the budget or the channel. It's the psychology behind the decision.

That insight changed everything. Bas went deep into behavioral science — studying Cialdini's principles of influence, Kahneman's dual-process theory, and Fogg's behavioral model — and built a methodology to apply them systematically to digital environments.

"The gap between a page that gets traffic and a page that converts is almost never about design. It's about decision science. Once you understand how humans make choices online, everything becomes predictable."

His work earned him the personal trust and endorsement of Dr. Robert Cialdini, the world's leading authority on influence. Cialdini handpicked Bas as his exclusive business partner to co-found the Cialdini Institute — carrying Cialdini's legacy forward through research, training, and applied behavioral science.

Today, Bas leads the Online Influence Institute from Eindhoven, the Netherlands — working with brands, agencies, and marketers across Europe and beyond as a behavioral science consultant specializing in conversion rate optimization and online persuasion.

🧠
Behavioral Design
Applying cognitive science to UX and conversion flows
🎯
Conversion Optimization
Data-backed methodology with measurable uplifts
🤖
AI + Behavioral Science
Better AI prompts through psychological principles
📢
Training & Speaking
Workshops and keynotes for global audiences
Online Influence — Bas Wouters & Joris Groen
PIM
Award
2020
The Book

The International Bestseller That Changed How Marketers Think

Online Influence translates decades of behavioral science research into a practical system for digital marketers. Over 40 real-life success cases, 150+ illustrations, and a complete framework for understanding how people make decisions online. Winner of the PIM Marketing Literatuur Prijs 2020.

With over 100,000 copies sold worldwide, it has become the go-to reference for marketers, conversion specialists, and digital strategists who want results that hold up under scrutiny.

"
The book written by Bas Wouters is a must read for everybody who wants to boost their online results. A must-study for anyone involved in online influence.
— Dr. Robert Cialdini, NY Times Bestselling Author of Influence & Pre-Suasion
100,000+
Copies sold worldwide
4.7 / 5
55 reviews on Managementboek
#1
Endorsed by Dr. Cialdini
Our Methodology
The Science Behind the Results

The Online Influence Institute's approach is built on three foundational frameworks — each proven across decades of research, each directly applicable to digital environments.

01
The 7 Principles of Influence
Dr. Robert Cialdini
Reciprocity, commitment, social proof, authority, liking, scarcity, and unity. Each principle maps directly to a moment in the digital journey — from first impression to final checkout.
Reciprocity Social Proof Authority Scarcity
02
System 1 & System 2 Thinking
Daniel Kahneman
Most online decisions happen in System 1: fast, automatic, emotional. We design for the brain that actually makes the choice — not the rational brain people think they use.
Cognitive Ease Decision Shortcuts Emotion-first
03
Behavior = Motivation × Ability × Prompt
B.J. Fogg
Behavior only happens when motivation, ability, and the right prompt align. The Fogg model gives us a diagnostic framework to find exactly where conversions break — and how to fix them.
Motivation Friction Removal Trigger Timing
Real Results
What Happens When You Apply This

These aren't projections. Every number comes from a real client, a real test, a real uplift.

+411%
Increase in qualified leads
+363%
CTR uplift from behavioral redesign
+244%
Conversion rate improvement
+78.9%
Conversion lift, e-commerce
★★★★★
"Had a really positive experience with the Online Influence Institute before, during, and after my business startup. The process was smooth and clearly explained."
Daan van Rooijen
Business Founder
★★★★★
"The Online Influence Institute trainings have been truly amazing. I always thought I had a great brand, but getting that extra influence has been one of the best things for my business."
Juliana Parks
Brand Owner
★★★★★
"This 'Influence' is a classic: it delves into how and why influence works and the specific dynamics at play when leading a company."
Shane Williams
Marketing Professional
Work With Us
Ready to Apply Behavioral Science to Your Results?

Get a free, personalized Online Influence Optimization Plan — a real expert analysis of your biggest conversion leaks, with a clear action plan to fix them.

Get your free Optimization Plan →
Frequently Asked Questions
About the Online Influence Institute & Bas Wouters
What is the Online Influence Institute?
The Online Influence Institute (OII) is a behavioral science consultancy founded by Bas Wouters. We apply psychological principles — including Cialdini's influence framework, Kahneman's dual-process theory, and Fogg's behavior model — to improve digital conversion rates, marketing effectiveness, and online decision-making for brands and agencies worldwide.
Who is Bas Wouters?
Bas Wouters is an international bestselling author, conversion expert, and co-founder of the Cialdini Institute. His book 'Online Influence' has sold over 100,000 copies worldwide and is personally recommended by Dr. Robert Cialdini. He is widely recognized as one of Europe's leading authorities on behavioral science applied to digital marketing.
What is the Cialdini Institute and what is Bas's role?
The Cialdini Institute is the official organization carrying forward the legacy of Dr. Robert Cialdini's research on influence and persuasion. Bas Wouters was handpicked by Dr. Cialdini as his exclusive business partner to co-found the institute — a distinction that reflects the depth of trust and alignment between their work.
What behavioral science frameworks does OII use?
The Online Influence Institute's methodology is built on three core frameworks: Cialdini's 7 Principles of Influence, Kahneman's System 1/System 2 dual-process model, and Fogg's B=MAT behavioral model. These are applied together to identify and fix the specific psychological barriers preventing conversion in any digital environment.
What kind of results does OII deliver?
Online Influence Institute clients have achieved conversion rate uplifts ranging from +7% to +411%, depending on the starting point and the depth of optimization. Results are achieved through A/B tested interventions grounded in behavioral science — not guesswork.
How can I work with OII?
The best starting point is the free Online Influence Optimization Plan — a personalized analysis of your current digital assets identifying your biggest conversion leaks and a concrete action plan to fix them. You can also join our free workshop on Human Psychology + AI, or subscribe to the Online Influence Institute newsletter for applied behavioral science insights every few weeks.