- C = Probability of conversion
- m = Motivation of user
To explain external motivation (m), Mr. Hartman told us about his next-door neighbor, an elderly woman on Social Security who owns maybe one piece of furniture but is always getting shipments from QVC. Once he asked her why she bought this stuff and she replied, “Well, they were only selling 100 of them in 24 hours and I got one!” The point? People need reasons to buy now or they’ll click away and forget about your site and product.
- v = Clarity of the value proposition (why)
Clarity of proposition (v) is pretty self explanatory: “We’ve helped X number of people improve ______ by X percent.” Remember to remind users of your value proposition throughout the order process.
- i = Incentive to take action
f = Friction elements of process
Incentive to continue (i) minus the friction element (f) is also relatively simple. An incentive to continue may be a monetary discount or a free book if they buy before a certain date. Hartman warns this does not mean only adding a large starburst to your landing page. The goal is not to make money from people who otherwise wouldn’t want the product. The goal is to close the sale for those who already see value in the product.
- a = Anxiety about entering information
Finally, you want to remove any and all anxiety factors in your sign-up process. This could include simplifying your order forms to only request information you absolutely need, or reducing the number of steps in your subscription path.