How to double your leads & conversions by understandinghuman behaviour.

By Ryosei KuriharaHead of Conversion at

LeadFormly

~16% conversion

rate~43%

conversion rate

A 200%+ improvement

How?

Amygdala

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 & Driving Action

3. LIFT Model and Boosting Conversions

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 the power of ability

Tool #3 The LIFT Model by WiderFunnel

Value proposition

Distractions Clarity

Relevance

Anxiety

Boost your conversion

3 Takeaways

Humans are illogicalAbility > MotivationValue proposition gives you wings

Referenceshttp://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