The 'Why' Behind Every Click: Behavioral CRO

Here's the deal: A/B testing is… fine.?

It has been our go-to for optimizing everything digital—web pages, ads, you name it.?

But it's kind of like fixing a bike while ignoring the person who's going to ride it.?

Sure, you can make the bike faster, and sleeker, but if you don't understand the rider, how much are you really achieving?

BCRO brings the rider into the equation.?

What Exactly is BCRO?

Behavioral Conversion Rate Optimization (BCRO) is an innovative approach to enhancing conversions by understanding the motivations and behaviours behind user actions. It considers the psychology of your audience, bringing a more nuanced view to conversion optimization.

By combining audience segmentation with added behavioural insights, tapping into motivational psychology, simplifying user actions, and utilizing timely triggers, BCRO aims not just to increase conversions but to add depth to what these conversions represent.

This approach moves beyond the simple metrics of clicks to ask deeper questions: Why did they click? What was the driving force behind that action, and what can we learn from it?

BCRO decomposes behaviour into three fundamental components: Motivation, Ability, and Triggers, following the formula:?

• B (Behavior): The desired action.
• M (Motivation): The driving force behind the action. Could be efficiency and recognition, among other factors.
• A (Ability): The ease with which the action can be performed. Our objective is to eliminate obstacles.
• M (Motivation) * A (Ability): These two need to team up. If either is zero, the equation flatlines—no action happens. Why? Because if someone isn’t motivated or finds it too hard, they won't bother.
• T (Triggers): Timely prompts that initiate the action. This is the spark. It’s what kicks things off at the perfect moment. But a trigger alone won’t do much unless the motivation and ability are already in place. We need to test and tweak where and when our calls-to-action show up to make sure they hit the mark. Both timing and context are key.

*tip of the hat to the FOGG Behavioral Model, which is what this is based on.

BCRO goes deeper than the usual CRO.?

It’s about understanding the full picture of why users do what they do, not just counting how often they do it. We’re looking at motivations, how easy we make it for them to act, and finding the perfect moment to prompt them. This way, we’re not just seeing numbers go up; we’re building real connections with our users. It’s a straight-up, no-nonsense approach to genuinely get what’s behind the actions we see.