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How to double your leads &
conversions by
understanding
human behaviour.
By Ryosei Kurihara
Head of Conversion at LeadForm...
~16%
conversion
rate
~43%
conversion
rate
A 200%+
improvement
How?
a
https://joshuaosullivan.files.wordpress.com/2012/01/homer-simpson-lizard-brain.jpeg
It is responsible for
revenge, anger, fitting in
and reproduction
- Seth Godin.
Part 1: 3 concepts that doubles conversion rates
1. Cognitive Biases That Influence Decisions
2. Fogg Behaviour Model & Dr...
Concept #1:
Cognitive Biases
The IKEA effect
Confirmation bias
http://i2.cdn.turner.com/cnnnext/dam/assets/150807112010-debate-gfx-trump-super-169.jpg
Bandwagon effect
Sunk cost fallacy
Bandwagon effect
Ikea effect
&
Sunk cost
https://en.wikipedia.org/wiki/List_of_cognitive_biases
Tool #2 Fogg Behaviour Model
http://www.bjfogg.com/
• Pleasure/Pain
• Hope/Fear
• Social
acceptance/Rejection
Motivation
• Time
• Money
• Physical effort
• Brain cycles
• Social conformity
• Routine
Ability
MoneyTime
Physical effort
Brain cycles
conversionxl.com/how-to-use-behavioral-design-for-boosting-conversions-using-the-fogg-behavior-model/
Don’t underestimate ...
Tool #3 The LIFT Model by
WiderFunnel
Value proposition
Distractions Clarity
Relevance
Anxiety
Boost your conversion
3 Takeaways
Humans are illogical
Ability > Motivation
Value proposition gives you wings
References
http://www.widerfunnel.com/lift-model/
http://conversionxl.com/how-to-use-behavioral-design-for-boosting-
conve...
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Case Study: How to double your leads by understanding human behaviour

Case study by https://leadformly.com/ on how applying 3 behavioural science frameworks to http://brokernotes.co/ a finance affiliate website led to a 200%+ increase in leads.

3 frameworks include:

Cognitive biases
Fogg behaviour model
Lift Model by WiderFunnel

References
http://bjfogg.com/fbm_files/page4_1.pdf
http://www.widerfunnel.com/lift-model/
http://conversionxl.com/how-to-use-behavioral-design-for-boosting-conversions-using-the-fogg-behavior-model/
http://www.bjfogg.com/
http://uk.businessinsider.com/cognitive-biases-that-affect-decisions-2015-8

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Case Study: How to double your leads by understanding human behaviour

  1. 1. How to double your leads & conversions by understanding human behaviour. By Ryosei Kurihara Head of Conversion at LeadFormly
  2. 2. ~16% conversion rate ~43% conversion rate A 200%+ improvement
  3. 3. How?
  4. 4. a https://joshuaosullivan.files.wordpress.com/2012/01/homer-simpson-lizard-brain.jpeg
  5. 5. It is responsible for revenge, anger, fitting in and reproduction - Seth Godin.
  6. 6. Part 1: 3 concepts that doubles conversion rates 1. Cognitive Biases That Influence Decisions 2. Fogg Behaviour Model & Driving Action 3. LIFT Model and Boosting Conversions
  7. 7. Concept #1: Cognitive Biases
  8. 8. The IKEA effect
  9. 9. Confirmation bias http://i2.cdn.turner.com/cnnnext/dam/assets/150807112010-debate-gfx-trump-super-169.jpg
  10. 10. Bandwagon effect
  11. 11. Sunk cost fallacy
  12. 12. Bandwagon effect Ikea effect & Sunk cost
  13. 13. https://en.wikipedia.org/wiki/List_of_cognitive_biases
  14. 14. Tool #2 Fogg Behaviour Model http://www.bjfogg.com/
  15. 15. • Pleasure/Pain • Hope/Fear • Social acceptance/Rejection Motivation
  16. 16. • Time • Money • Physical effort • Brain cycles • Social conformity • Routine Ability
  17. 17. MoneyTime Physical effort Brain cycles
  18. 18. conversionxl.com/how-to-use-behavioral-design-for-boosting-conversions-using-the-fogg-behavior-model/ Don’t underestimate the power of ability
  19. 19. Tool #3 The LIFT Model by WiderFunnel
  20. 20. Value proposition Distractions Clarity Relevance Anxiety
  21. 21. Boost your conversion
  22. 22. 3 Takeaways Humans are illogical Ability > Motivation Value proposition gives you wings
  23. 23. References http://www.widerfunnel.com/lift-model/ http://conversionxl.com/how-to-use-behavioral-design-for-boosting- conversions-using-the-fogg-behavior-model/ http://www.bjfogg.com/ http://uk.businessinsider.com/cognitive-biases-that-affect-decisions- 2015-8

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