Conversion & Growth Design

Apply behavioral psychology to design for action. Conversion is not manipulation — it's removing friction between user intent and the outcome they want.

Core Frameworks

Fogg Behavior Model

Behavior = Motivation × Ability × Prompt

All three must converge:

• Motivation — does the user want this? (emotion, anticipation, belonging)
• Ability — is it easy to do? (time, money, effort, skill)
• Prompt — is there a clear call to action? (trigger, nudge, reminder)

Design implication: If motivation is low, increase ability (make it effortless). If ability is low, increase motivation (show value). Always provide a clear prompt.

Hick's Law

More choices = longer decision time = more abandonment.