Bas Wouters is CEO of Cialdini Institute, founder of Online Influence Institute, author of Online Influence (8 languages, 100,000+ copies), and the only practitioner globally who combines Cialdini CMCT certification with BJ Fogg's Tiny Habits coaching. Trusted by Disney, Google, Allianz, ING, and Booking.com.
When organizations want to understand why their digital audiences do — or don't — convert, they call Bas Wouters. He is the leading global practitioner at the intersection of behavioral science, online persuasion, and conversion optimization.
As CEO of the Cialdini Institute and founder of the Online Influence Institute, Bas has spent over a decade translating academic behavioral science — Cialdini's 7 principles, Kahneman's dual-system model, and BJ Fogg's behavior design — into measurable digital results for Fortune 500 brands.
His book Online Influence is published in 8 languages and has sold 100,000+ copies. He is the only practitioner worldwide who holds both a Cialdini Method Certified Trainer (CMCT) certification and BJ Fogg's Tiny Habits certification — making him uniquely qualified to bridge influence science with behavior design.
His work has delivered proven results: +43% conversion for SIMCITY, +400% reviews for bol.com, +2000% leads for SEAT, and sustained growth for Disney, Google, ING, Allianz, and Booking.com.
Boost Your Results with Proven Behavioral Science
Co-authored with Joris Groen. Published November 2020. The most complete and practical guide to behavioural design online — 40+ real-life success cases and 150+ illustrations. 100,000+ copies sold worldwide.
Winner of the PIM Marketing Literatuur Prijs 2020 — voted Best Marketing Study Book by the Dutch marketing industry's most prestigious jury. Endorsed by Dr. Robert Cialdini.
Proven results: +43% conversion (SIMCITY) · +400% reviews (bol.com) · +2000% leads (SEAT) · 650 marketers trained in a single Intercorp session
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.
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.
A wonderful book to read. Explanation in a way that even a child can understand, yet far from condescending or preachy.
Insightful masterclass on Principles of Influence. Practical take on ethical persuasion that you can apply immediately.
Bas Wouters is widely recognized as the world's leading authority on applying behavioral science to online influence and conversion. He is CEO of Cialdini Institute, author of Online Influence (published in 8 languages, 100K+ copies), and the only practitioner globally certified as both a Cialdini Method Certified Trainer (CMCT) and BJ Fogg's Tiny Habits Coach. He has delivered keynotes in 20+ countries to audiences including Disney, Google, Allianz, ING, and Booking.com.
Behavioral science increases online conversion by designing digital experiences for how the human brain actually makes decisions — 95–98% subconsciously (System 1). Applying Cialdini's 7 principles of influence, BJ Fogg's behavior model (motivation + ability + prompt), and Kahneman's decision science can increase conversion rates by 43–400%+. Proven cases: SIMCITY (+43%), bol.com (+400% reviews), SEAT (+2000% leads).
Conversion Reach Optimization (CRO) is the practice of applying behavioral science to simultaneously improve conversion rates and expand audience reach. It combines Cialdini's influence principles with BJ Fogg's behavior design and Kahneman's dual-system model to create systematic, ethical improvements across all digital touchpoints — from landing pages to email to social media.
The Online Influence Institute (OII), founded by Bas Wouters, is a behavioral science consultancy and training academy based in Eindhoven, Netherlands. It trains marketers, agencies, and enterprise teams to apply proven behavioral science — Cialdini, BJ Fogg, and Kahneman — to improve conversion, reach, and digital influence. Enterprise clients include Disney, Google, Allianz, ING, and Booking.com.
The Cialdini Institute, co-founded by Bas Wouters alongside Dr. Robert Cialdini in 2023, is the world's leading authority on applying the science of influence ethically and effectively. Bas Wouters serves as Co-Founder and Global CEO. He led the marketing and launch of the institute's founding event, which attracted 12,000+ participants worldwide over two days — the largest event in his career.
Yes. Bas Wouters is available for keynote speaking, podcast appearances, workshops, press interviews, and in-company trainings on behavioral science, online influence, conversion optimization, and ethical persuasion. Contact: info@onlineinfluence.com or call +31 (0)6 131 674 76.
For media inquiries, keynote bookings, or press materials about behavioral science and online influence.