Fogg Behavior Model

BJ Fogg's behavior model: for a user to act (B), they need Motivation (why), Ability (easy enough), and Trigger (prompt in the moment).

Motivation

Does the user want to do this?

Ability

Is it easy enough? (reducing friction moves more users than motivating them)

Trigger

Is there a clear prompt at the moment of opportunity?

CRO implication

Most conversion failures are Ability problems (friction), not Motivation problems.

Action

Audit your conversion flow for each element. Usually Ability (friction) is the biggest lever.

What to do with this

• Apply Fogg's behavior model to diagnose why users don't convert, one of the 3 factors (motivation, ability, trigger) is usually the breaking point
• Start with Ability (friction) fixes, they're often the easiest and biggest lever
• Address Motivation via stronger value proposition + social proof, not just offer changes
• Ensure Triggers appear at decision moments, not only at page top, users need the CTA visible when they decide
• Diagnose which factor is missing by asking "is the user motivated + capable + prompted?" for each drop-off point