Key #1: Motivation 1
FBM Theory Behaviormodel.org FBM theory
! 1. Build up their motivation 2. Make it easy to do so 3. Ask for it at the right time 3 Simple Keys
Competitive Spontaneous Methodical Humanistic
Leverage Human Traits
•A: Search Dominant/Competitive •B: Navigation Dominant/Methodical •C: Tool Dominant/Spontaneous •D: Successful/Humanistic
Fast-paced decision-making, logically orientated Competitive
Why is your solution better than other solutions?
Slow-paced decision-making, logically orientated Methodical
Methodical How can your solution ﬁx my problem?
Fast-paced decision-making, emotionally orientated Spontaneous
Spontaneous Why is your solution NOW the best for my problem?
Slow-paced decision-making, emotionally orientated Humanistic
Humanistic Who has already used your solution to solve my problem?
Use design elements to help them make a decision
Loss Aversion !
Address their concerns
After adding items to your basket, what would make you abandon?
So why do they abandon?
Put their mind at rest
Key #2: Ability 2
We LOVE Customer Service!
Proactive7.com Proactive chat on Comparison page increased sales by 211%
Proactive chat in the checkout - increased sales 20% 7 AOV 43 %
Econsultancy Once you are in the checkout process, what would deter you from completing the purchase?
“A general “law of least eﬀort” applies to cognitive as well as physical exertion.
Need more information? - Gamefy the task
Package it up!
ly i.com ran a split test on their pricing page.
Leverage The Commitment Principle
Make it easy for them to achieve your objective
Hmmm… that’s pre y easy…
Get them in the door - halved their abandonment rate
•Removed forced registration
Key #3: Trigger 3
Eyequant Groupon - optimizing sign up form position
52% uplift in conversion!
Be the director: Make the task obvious
Popovers work a treat
Get the design hierarchy right
Easiest change - huge impact
Ask for the right action at the right time
Reduced Buy Now with Add to basket - 17% increase
Increased conversions by 14.79%
Register (seen negatively) ! vs ! New customer (seen positively) Be aware of the power of words
Re-mailing works a treat!
Results versus promotional email: ! Conversion rate: 81% increase !
Results versus promotional email: ! Conversion rate: 44% increase !
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