What are the most effective consumer behavior theories for improving conversion rates?

1 The Fogg Behavior Model

The Fogg Behavior Model, developed by Stanford psychologist BJ Fogg, is a simple framework that explains how behavior is influenced by three factors: motivation, ability, and triggers. Motivation is the desire to perform a behavior, ability is the ease or difficulty of performing it, and triggers are the cues or prompts that initiate it. According to Fogg, for a behavior to occur, all three factors must be present and aligned at the same time. To improve conversion rates, you can use this model to identify and optimize the factors that affect your visitors' behavior. For example, you can increase motivation by creating a compelling value proposition, offer incentives, or appeal to emotions. You can increase ability by simplifying the process, reducing friction, or providing guidance. You can increase triggers by using clear and timely calls to action, reminders, or social proof.

2 The Theory of Planned Behavior

The Theory of Planned Behavior, proposed by social psychologist Icek Ajzen, is another useful framework that predicts how people's intentions and attitudes influence their behavior. According to this theory, behavior is determined by three components: attitude, subjective norm, and perceived behavioral control. Attitude is the evaluation of the behavior and its outcomes, subjective norm is the perception of the social pressure or support for the behavior, and perceived behavioral control is the belief in the ability and resources to perform the behavior. To improve conversion rates, you can use this theory to address and shape these components in your marketing messages. For example, you can influence attitude by highlighting the benefits and value of your offer, you can influence subjective norm by showing testimonials, ratings, or endorsements from others, and you can influence perceived behavioral control by providing guarantees, free trials, or refunds.

3 The Elaboration Likelihood Model

The Elaboration Likelihood Model, developed by Richard Petty and John Cacioppo, is a dual-process theory that explains how persuasion works through two different routes: the central route and the peripheral route. The central route is the logical and rational way of processing information, where people are motivated and able to evaluate the arguments and evidence of a message. The peripheral route is the emotional and heuristic way of processing information, where people are influenced by superficial cues, such as attractiveness, authority, or scarcity. According to this model, the level of elaboration or cognitive effort that people invest in a message depends on their motivation and ability to process it. To improve conversion rates, you can use this model to tailor your message to the level of elaboration of your audience. For example, you can use the central route for high-involvement products or services that require careful consideration, and provide strong and relevant arguments, facts, or data. You can use the peripheral route for low-involvement products or services that appeal to impulse or emotion, and use catchy headlines, images, or social cues.

These are some of the most effective consumer behavior theories that can help you improve conversion rates. By applying these theories to your marketing research and strategy, you can gain a deeper insight into your audience's needs, preferences, and motivations, and design more persuasive and engaging campaigns.

4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?