Attract
Tiny first choice
Effort: Low
What to notice
Answering a two-option question at the top opens content that fits the answer.
How to build it
- Ask an easy two-option question about the visitor’s situation.
- Switch the following content or recommendation to match the answer.
- Carry the answer into the sign-up form as a default.
Measure
- Main metric
- Answer rate and CTA click-through afterward
- Guardrail
- Bounce rate among people who answered
When it backfires
Using answers against people, such as raising prices, breeds distrust. Use them only to tailor content.
Theory behind it
Commitment and consistency (foot in the door)
People who agree to a small request are more likely to agree to a larger one later.
Contested
Fogg Behavior Model (B=MAP)
A behavior happens when motivation, ability, and a prompt meet at the same moment.
Practitioner framework
Self-Determination Theory
People keep going on their own when they feel autonomy, competence, and relatedness.
Well supported
Playable demos
Try the same mechanism in a playable demo.