• 25
  • November

Improving Call to Actions through the Fogg Behaviour Model

The Fogg Behaviour Model explains the ingredients needed to for visitors to take your call to action (CTA). The formula is:

Behaviour = Motivation + Ability + Trigger

If any one of the three ingredients is missing then the behaviour will not happen. Fogg found that behaviour can only happen if the motivation is strong enough, the person has the ability to take action and something triggers it. Depending on how strong each element is, determines if the behaviour is taken.

Omni Web Design Leeds has created the below chart based on Fogg's original. The chart shows the behaviour model and the 3 categories of triggers.

Fogg Behaviour Model

As the motivation increases the visitor is more likely to convert despite the ability being harder. The easier it is to take action the less motivation is needed. The aim is it to make the motivation high and the ability to take action easy.


There are 2 categories of motivational factors

  1.    Seeking pleasure
  2.    Avoiding pain

Psychologists and marketers have found that avoiding pain is a stronger motivational force than seeking pleasure. Knowing what bothers your visitors, what their issues and worries are will serve you well when it comes to writing effective sales copy and designing your lead magnets and marketing strategy.


The ability is simply their ability to complete the action. Do they need training? Can you simplify the action so the ability is easier? Streamlining your user experience and making sure your site is bug-free increases your visitors’ ability to take action. Take notice of major shopping sites, they utilise one-click buy now options making it exceptionally easy to buy products easily. Online forms, click to call and mobile-friendly sites makes it very easy for visitors to get in touch.


Triggers give direction, your call to action is a trigger. Make sure your call to action is prominent, clear and ‘above the fold’ (the part of the site before scrolling).

See the descriptions of these 3 types of trigger below which are expressed in the chart above.

With Fogg's methodology we can categorise the triggers into 3 types:

Facilitators = Triggers designed for people high in motivation and low ability or high in perceived difficulty.

For example, injury lawyers where there are lots of forms to fill out. They want the product but can’t be bothered with the perceived difficulty and time needed on phone calls and forms. The trigger does not need to sell the product, it needs to sell the idea that it’s easier than they think.

Sparks = For people with low motivation and low perceived difficulty.

The trigger should increase the motivation by promising something of great value to them. For example, “Sign up to our mailing list and receive 30 amazing tips to...”

Signals = For these people there is no major lack of motivation and the action is not perceived as difficult.

The visitor just needs a trigger telling them how to progress.

To learn more about Fogg's behaviour model please go to


If you found this useful and want to know more about landing pages and how you should use them with your marketing strategy then feel free to send your questions to Omni Web Design Leeds here. We’ll be happy to help.

To learn how to create the perfect landing page covering design best practices then click here for our in-depth article. 

To learn more about website best practices for local business covering the essential elements your site needs click here.