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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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Persuasion Frameworks

Cognitive styles are merely descriptive—classifying people into groups based on their behavior or way of experiencing the world. To take this to the next level, we need actionable frameworks that give us insights on the fundamental principles of persuasion and how to move people to action.

The following frameworks in particular can be practically and powerfully applied to conversion on the Web. All of them describe the same basic operating principles for people from different perspectives. They are not meant to be exclusive, and you should use insights from all three when working on your conversion rate optimization projects.

BJ Fogg’s Behavior Model

BJ Fogg is not your typical academic. In addition to founding the Stanford ...

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