This SlideShare will teach you to approach conversion optimization with a human-centered design mindset. By understanding what factors are necessary to produce a target behavior, you can better design your landing pages to produce an experience that will increase the percentage of site visitors that eventually become leads and customers. Three bonus CRO hacks included!

3. What type of experience on a landing page will
increase the percentage of visitors that give
your company their contact information?

4. What type of experience on a landing page will
increase the percentage of visitors that give
your company their contact information?
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5. Let’s use Fogg’s Framework
for Persuasive Design to
think about conversion
optimization.

6. Let’s use Fogg’s Framework
for Persuasive Design to
think about conversion
optimization.
As it relates to human behavior.

7. Let’s use Fogg’s Framework
for Persuasive Design to
think about conversion
optimization.
As it relates to human behavior.
This is B.J. Fogg.
He is a professor at
Stanford researching
Behavioral Design.

8. This is his methodology.
You want to produce some sort of
target behavior, right?

9. This is his methodology.
You want to produce some sort of
target behavior, right?
A CTA click?

10. This is his methodology.
You want to produce some sort of
target behavior, right?
A CTA click?
Someone to fill out your form?

11. This is his methodology.
You want to produce some sort of
target behavior, right?
A CTA click?
Someone to fill out your form?
Sign up for a free
trial or demo?

12. This is his methodology.
You want to produce some sort of
target behavior, right?
A CTA click?
Someone to fill out your form?
Sign up for a free
trial or demo?
Or even buy your product!

13. 3 different factors contribute to
the target behavior you want.

14. 3 different factors contribute to
the target behavior you want.
MOTIVATION

15. 3 different factors contribute to
the target behavior you want.
MOTIVATION
ABILITY

16. 3 different factors contribute to
the target behavior you want.
MOTIVATION
ABILITYTRIGGER
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17. 3 different factors contribute to
the target behavior you want.
MOTIVATION
ABILITYTRIGGER
Let’s now talk about what these three words mean for
marketers.

18. What motivates
humans?

19. What motivates
humans?
Social acceptance.

20. How can this concept be used in marketing?

21. How can this concept be used in marketing?
Show that downloading this offer is
the acceptable social norm for
marketing professionals.

22. People won’t want to be left out.

23. Ability is all about simplicity. Make it easy
for someone to perform a task.

24. Filling out long forms
can take a while to
complete, and can use
up a person’s limited
cognitive load.

25. Triggers tell you to perform a behavior NOW.

27. Use words of URGENCY.

28. And when you combine
Motivation + Ability + Trigger
You see large changes in conversion rate!

29. Not satisfied? Want more than 3 CRO Hacks?
Then check out this webinar.