3 strategies to pass the funnel
Build a habit.
Build the story in 3 steps
1. Structure the Action
2. Design the
3. Prepare the User
Structure the Action:
Break down hard problems
Write out the sequence of steps.
Make each step pleasant.
Tailor it to their prior experiences.
Skip ahead where possible.
Take the garden path.
Construct the environment
to support action
Grab the user’s
Make sure the
motivation is clear.
Page-Level Tactics to Support Action
Component: To Do This: Try This:
Cue Cue Action Tell the User What The Action Is
Increase Power of Cue Create Clear Affordances
Increase Power of Cue Clear the Page of Distractions
Reaction Increase Trust Make Site Beautiful and Professional
Increase Interest & Trust Social Proof
Increase Interest & Trust Display Strong Authority on Subject
Bypass Automatic Rejection Be Authentic and Personal
Evaluation Increase Motivation Prime User-Relevant Associations
Increase Motivation Loss Aversion
Increase Motivation Peer Comparison
Increase Motivation Peer Competition
Increase Motivation Make the Rewards Vivid
Decrease Costs Default Everything
Decrease Costs Lessen Burden of User Action (cheat)
Decrease Costs Reduce information required for user to proceed (simplify)
Decrease Costs Avoid choice overload
Ability Increase Logistical Ability Implementation Intentions
Decrease Resource Constraints Automate
Increase Sense of Feasibility (Self-Efficacy) (Positive) Peer Comparison
Time Pressure Increase Urgency Frame text to avoid temporal myopia
Increase Urgency Remind of prior commitment to act
Increase Urgency Make it scarce
Increase Urgency Make it time-sensitive
Prepare the user
Help users see
and tell the story
of their successes.
Build on related,
about how to do
The goal: lock it in & move on.
Just get it done.
Make it a habit.
Fully automate it.
Automate tracking, and grab
attention where needed.