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 ! Use Anchoring Address their concerns After adding items to your basket, what would make you abandon? So why do they abandon? Put their mind at rest Reassuring 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% 14.79%'more'conversions' 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 !