Guide your users towards conversion.
Define the specific desired behavior of what you want the user to do such as purchasing your product or signing up for your software.
Using this model as a guide, you can identify what stops people from taking the desired actions. For example, if users are not requesting quotes on your website, the model helps us evaluate what psychological element is lacking.
Learn how to use the 3 core motivators of pleasure/pain, hope/fear, and social acceptance/rejection, to guide your user to do what they already want to do.
- Pleasure/pain is an immediate, primitive motivator where people are responding in-the-moment for self-preservation, like hunger or sex. Consider this first to boost motivation levels.
- Hope/fear is characterized by outcome anticipation, either good or bad. This dimension can be more powerful than pleasure/pain.
- Social acceptance/rejection impacts our choices, because people are motivated to avoid negative consequences and be socially rejected.
For example, people will accept pain in order to overcome fear, like buying home insurance in anticipation of the house burning down, or the motivation of hope when users join a dating service.
The more work prospects need to do to understand or buy what you offer, the higher motivation is needed. For example, a short form makes it easier for a new user to sign up for your product, impacting your conversion.
Create click and done interactions on your site, to reduce the amount of work a user needs to understand or buy what you offer.
For example, a Tweet or Share button allows a user to share a product or post in just one click.
Trigger your users to complete actions by using hot triggers, which are short and powerful calls to action.
For example, to trigger the purchase sequence, use a Buy Now or Download Now button.
Create small, step-by-step instructions to build up individuals towards the specific desired behavior.
For example, an email from Facebook saying a user was tagged in a photo, guides the user to engage through the links See Photos and Go to Notifications.
For example, holiday promotional emails at Christmas will help customers remember to go to your website and make purchases.
Use appropriately timed triggers that focus on when users have the ability and motivation to perform the action.
For example, if you invite people to shop for Christmas gifts in September, they will become annoyed because they lack the motivation and the ability.