For example, use social proof . For example, a British tax agency said in their letters that most people pay their taxes on time. This extra message led to higher payment percentages.

Approach people at a point in their journey when they are most open or accessible.


Fogg Behavior Model (source:

Fogg Behavior Model

Thy BJ Fogg, an American behavioral scientist. This model contains 3 factors: ability + motivation + prompt.

The model says this: B (behavior ) = MAP . So behavior = motivation * ability * prompt

  • How motivated are you to perform the action?
  • How easy (ability) is it for you to perform the action?
  • Have you been ‘invited’ or ‘remind’ (prompt) to perform the act?

So you can see that the ‘motivation’ factor returns here too. The term ‘ability’ is reminiscent of ‘friction’ of MECLABS and ‘easy’ of the EAST framework. The term ‘prompt’ reminds you of ‘Timely’ from the EAST framework.

Simply put, this model actually tells you that you have to make sure that your user is motivated enough, can perform the action easily enough and that the user is specifically asked or reminded about it. The book

LIFT Model (source:4. LIFT Model

This mere elements/components that cause fear or uncertainty?

Here, for example, you see ‘fear’ returning, also named by MECLABS. And ‘urgency’, for example, is reminiscent Risk Managers Email List of ‘timely’ of the EAST Framework.

Risk Directors Email Lists

Take a look at your landing pages. Is all content relevant? What can your user possibly distract from converting? Hyour landing page to understand?

To work

Where do you think the opportunities lie with you? Still want to make your website easier by increasing the ability of your users? Or reduce friction? Or build in more urgency with, for example, a countdown? So you see that you can tinker with various factors.

Use these 4 help models as inspiration to get started. I’d love to hear your experience with it!


Would you like to know more about influencing according to the BJ Fogg model? The book ate) by Bas Wouters and Joris Groen elaborates on this in more detail.

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