Increasing the conversion based on the Fogg behavior model

You may not know the name of BJ Fogg, but daily you use the creations of one of his most famous students — Mike Krieger, the co-founder of Instagram, was a student of Fogg’s. He learned from him that people do not choose to act randomly.

Fogg teaches that behavior requires three ideally matched factors at the right moment before it occurs:

• Motivation
• Skill
• Trigger

Giants — from Facebook, Google, and Twitter to e-commerce mass marketers — know how to use technology to influence user behavior. Their success has less to do with their essential services and more to do with the approach to their users. Many UX designers forget about this emotional connection when they seek to convert.

“The missing piece is our lack of understanding of human behavior”

How does Fogg’s behavior model work?

Fogg’s Behavior Model is based on a fundamental equation that encompasses all three factors in taking action:

Behavior = Motivation x Skill x Trigger, abbreviated as B = MAT.

In the design world:

• Motivation — is the reason the user performs the action (i.e., I need new shoes),