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Which of the Three Layers of “Fogg” Are You Stuck In?

Posted By Melissa Burdon On March 24, 2009 @ 5:13 am In Improving Conversion,Optimization Tactics,Persuasion Architecture,psychology | 8 Comments

[1]Throughout my career as a conversion analyst, I’ve had the opportunity to work with a large variety of clients in a variety of industries [2], and in very different circumstances. Some may be getting a large amount of traffic, but having a really difficult time converting their visitors due to a lack of branding or a lack of scent on their site. Others might be getting very low traffic, while some others might have a hard time converting early and middle stage visitors with micro conversion points.

After reading this article about the “Fogg Behavior Model [3]”, I began thinking about all of these different scenarios for all my different clients. For each one of my clients, I can pinpoint which of the three elements in the Fogg Behavior Model is their weakest.

“The Fogg Behavior Model shows that three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and Trigger. When a behavior does not occur, at least one of those three elements is missing.”

In applying his model, BJ Fogg of Stanford, recommends that you work backwards to determine whether you’re successfully meeting these three requirements.

First, what is the trigger for getting visitors to you? What is the offer you’re selling them through your CPC? What are the trigger words you’re using in your radio ads to get them to come ot your site or pick up the phone?

Next, ask yourself if the visitor has the ability to take the action you want them to take? Do they have the budget? Are they technically savvy enough to browse your site and/or use your tools? Are they located in a geographic area that you ship to? Does the visitor have the time to browse your site?

Finally, are you effectively motivating visitors? Are you answering the questions that they have to help them move forward? Are you presenting them with attractive offers?

The “Motivating” element is where I spend a lot of my time helping my clients. In order to determine whether our clients are effectively motivating their visitors on their web sites, we ask the following three questions Persuasion Architecture is based on;
1)    What action do you want the visitor to take?
2)    Who are your visitors?
3)    What do these visitors need in order to feel comfortable taking the action?

Do you need help getting your visitors out of the Fogg?

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URL to article: http://www.grokdotcom.com/2009/03/24/which-of-the-three-layers-of-fogg-are-you-stuck-in/

URLs in this post:

[1] Image: http://www.grokdotcom.com/wp-content/uploads/2009/03/image.jpg

[2] large variety of clients in a variety of industries: http://futurenowinc.com/clients.htm

[3] Fogg Behavior Model: http://www.behaviormodel.org/

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