B.J. Fogg was the first scientist to articulate the the overlap between persuasion and computers. Fogg has founded the Stanford Persuasive Technology Lab where he teaches and created a model of human behavioral change.
What interests me about Professor Fogg is his application of his Behavior Motivation Model on conversion optimization and online sales.
Conversion from point A to B be it a sale, an opt in, whatever really comes down to altering behavior in an ethical and responsible way. Dr. Fogg’s behavior model mirrors just that, not only for online sales but also for changing behaviors in ourselves to improve and grow or just to be more healthy as in the case of eating popcorn as Professor Fogg explains in the video below.
The Behavior Motivation Model is broken down into 3 steps:
- Trigger – There needs to be an external trigger to prompt your behavior. This can be an advertisement on TV or some such memory prompt, which creates the desire and starts the AIDA model (Attention, Interest, Desire, Action) that most marketers are familiar with.
- Ability – Your prospect or even you has to have the ability to complete the action in the case of a purchase, this might be the ability to buy it meaning the actual functionality of completing the checkout cart online or be able to afford it.
- Motivation – This is really where the desired behavior ties into conversion rate optimization since motivation is at the heart of all conversions. The closer we can get to understanding and matching that motivation of the prospect through congruency (across every element) and continuity (across every step) of our sales funnel, the more we’ll increase conversions and online sales.
Click Here to see the video below and let B.J. Fogg himself explain this further:
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