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