The path of Conversion by a user on a website is dependent upon a simple 3 step process designed by Dr. B J Fogg. Its know by the name of The Fogg Behavior Model. Its comprises of 3 simple steps : Motivation > Ability > Trigger.
To explain this lets start with a simple online form filling process. If you are asked to fill out a form that comprises of 20 fields you will feel intimidated and lethargic. But suppose I give you $5 dollars instant cash in your mobile wallet , would you feel it? Hell Yaa right. you see when there was more fields in the form there was more friction but when there is a trigger of $5 you felt compliant.
So $5 was the – Motivation
Instant Cash was the -Trigger
Filling out the Form in two steps (adapt auto detect form fields too) was the – Ability
In the online world you need to keep in mind the above 3 things to create a solid conversion pathway that leads to more revenue. So the bottom line is a simple equation: Behavior= Motivation X Ability X Trigger.
So now let us breakdown the individual components in the Fogg Behaviour Model.
According to Mr. Fogg there is a framework comprised of 3 core motivators.
i) Sensation (Pleasure/pain): In any of these 2 cases there is only instant action. People take action depending on any of these 2 actions. There is almost no thinking or anticipation.
ii) Anticipation (Hope/ Fear): These to factors lead to anticipated behavior. In any of the 2 cases we will take an action to either drive off fear or to gain something.
iii) Belonging (Social Acceptance/ Rejection) : Social acceptance or rejection leads to a desired behavior. In case people are motivated to gain social acceptance or a status. e.g. the simple drive of posting travel pics when you are on a vacation or a honeymoon trip (like your friend did last time) is to do a social acceptance behavior.
Ability is more important than motivation. Suppose you are having an urge to eat a chocolate and you go out but visiting the first 3 stores you still couldn’t find your favorite brand. What would you do? You will buy any other meaningful brand when you are visiting the next store. So to increase conversion you need to make things easier to do. Motivation alone is not enough. think of a sales landing page of a highly desired product like perfume is very slow to load and is designed in the most unwanted fashion. Would you buy it from that page? No . So making things simple and easily accessible increases ability to execute an action. It is easier to increase conversion by making it easier to do and not by increasing motivation.
Even if both motivation and Ability is high , you cannot make a conversion happen unless there is a Trigger. Trigger is the thing that prompts you to take an action. e.g. a green light at the signal, an online limited period offer. a call to action is a trigger on a sales page. Be aware – about the content on that conversion button. There is a step by step approach towards a healthy goal. It can’t be sudden. Like if you are selling a $100000 term insurance and the premium is on the higher side , you just can’t write “Buy Now” on the call to action button. You need to nurture the buyer to take the action by value proposition via the call to action button. You need to keep in mind the following 3 criteria while using the Trigger.
Trigger at the right time, will make people thank you.
Trigger when they lack ability, will make people get frustrated.
Trigger when people don’t have motivation, they will get annoyed.
There are 2 types of Trigger button: Hot & Cold . Hot Trigger gives instant gratification while Cold trigger doesn’t allow instant gratification.
Finally the following things will drive the Desired Behaviors:
i) Helping people with what they desire to do
ii) get the motivations right
iii) understand the types of motivation
iv) taking action as easy a s possible
v) Look for simplification of the user journey
vii) Creating HOT triggers on the path of motivated people will get the desired behaviors.
Apart from this I am even going to discuss the following Persuasion techniques in the Online world.
Focusing effect: * focus on a max of 3 USP of a product
- Emphasize on the most important USP so much that buyers loose
Context Dependent persuasion: it is a fact that we remember better when we are given contextual cues. When we want to retarget a user who had been on your ecommerce site , make them aware of your products by showing him banners or video having similar to the creatives on your product page, that will help the buyer to see if it could be bought easily.
- Self generation memory effect: it is a fact that we like the results more when we toil for it. its a kind of labor-love relation. If you ought to engage your cognitive brain in creating an idea online it makes you more actionable to that specific idea. So using spinning wheel or word jumbles can create the attachment with the users in no time.
- Affect Heuristic: Your existing mood defines your action on a website. be it social media or a website , the mood of the user while coming across content leads to the final call to action. hence wonder why any shopping website has a smiling model holding out a shopping bag with a beautiful and confident smile. Its all about making user feel connected to your product when he visits your website or ecommerce store.
- Attentional bias: This is about our tendency to give more importance to the emotionally dominant stimuli and ignore other emotional data. Promoting Brand associated with a intense emotion both visually & contextually will create more positive response from the online store or website visitor. keeping the CTA and most dominat USP closer will lead to better conversions.
- Gaze cueing: As human beings we are attracted towards the eyes first. Eyes can attract and direct our attention. the gaze cueing can help in the following ways:
i) when we use faces on the website we should direct its gaze towards the main USP’s and CTA button
ii) keep negative elements out of the zone of gazing.