I chanced upon this article yesterday: Why burying sign up buttons helps get more sign ups
Once you get over the salacious blog-post title (like I did; why would you want to bury/hide things from users? that just sounds evil), Dimitri made the point that a call to action alone isn’t enough to get sign ups:
“Content is what helps them understand your product a little better and to potentially take the next step…”
But what is good content that will improve conversion? How do we create good content? What must good content have?
A good thing about public transport is it gives you time to read; and this morning I got my answer when I read through Stephen P. Anderson’s Seductive Interaction Design; and the answer is: B = mat
“My Behavior Model shows that three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and Trigger……A person has to have some level of motivation. They have to have the ability to do the behaviour. And then they have to be triggered to do the behaviour. Those three things have to happen at the same time. If any element is missing, then the behaviour won’t happen.”…When a behavior does not occur, at least one of those three elements is missing.”
Out of the three, Triggers seem to be the most important. In Dimitri’s example, that would be the call to action button. What Dimitri’s example had was a trigger and an easy way to signup (i.e. just enter email address). What it didn’t have was content that was motivating.
The main thing I takeaway from this lesson is a framework to evaluate interfaces. If you are wondering why you’re not getting the behaviour you desire, do you have:
m – motivation; content that is motivating
a – ability; make the behaviour easy to do
t – trigger; the call to action
I hear it works with getting your partner to take out the trash too (: