how to use persuasive design for conversion optimization
TRANSCRIPT
What type of experience on a landing page will increase the percentage of visitors that give
your company their contact information?
What type of experience on a landing page will increase the percentage of visitors that give
your company their contact information?
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Let’s use Fogg’s Framework for Persuasive Design to think about conversion
optimization.
Let’s use Fogg’s Framework for Persuasive Design to think about conversion
optimization. As it relates to human behavior.
Let’s use Fogg’s Framework for Persuasive Design to think about conversion
optimization. As it relates to human behavior.
This is B.J. Fogg. He is a professor at
Stanford researching Behavioral Design.
This is his methodology. You want to produce some sort of target behavior, right?
This is his methodology. You want to produce some sort of target behavior, right?
A CTA click?
This is his methodology. You want to produce some sort of target behavior, right?
A CTA click?
Someone to fill out your form?
This is his methodology. You want to produce some sort of target behavior, right?
A CTA click?
Someone to fill out your form?
Sign up for a free trial or demo?
This is his methodology. You want to produce some sort of target behavior, right?
A CTA click?
Someone to fill out your form?
Sign up for a free trial or demo?
Or even buy your product!
3 different factors contribute to the target behavior you want.
3 different factors contribute to the target behavior you want.
MOTIVATION
3 different factors contribute to the target behavior you want.
MOTIVATION
ABILITY
3 different factors contribute to the target behavior you want.
MOTIVATION
ABILITY TRIGGER
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3 different factors contribute to the target behavior you want.
MOTIVATION
ABILITY TRIGGER
Let’s now talk about what these three words mean for marketers.
What motivates humans?
What motivates humans?
Social acceptance.
How can this concept be used in marketing?
How can this concept be used in marketing?
Show that downloading this offer is the acceptable social norm for marketing professionals.
People won’t want to be left out.
Ability is all about simplicity. Make it easy for someone to perform a task.
Filling out long forms can take a while to complete, and can use up a person’s limited cognitive load.
Triggers tell you to perform a behavior NOW.
Use words of URGENCY.
And when you combine Motivation + Ability + Trigger
You see large changes in conversion rate!
