Business transformation · Digital
Online Influence
Turn behavioral science into clearer digital communication, stronger experiences, and measurable action.
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Digital
Overview
Stop guessing what makes people act. Learn a practical, evidence-informed method for designing digital communication that gets noticed, reduces hesitation, and helps people take the next step, ethically and effectively.
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One Method. Every Digital Touchpoint.
Online Influence applies behavioral science to all forms of digital communication, including emails, social media, websites, landing pages, product pages, checkout flows, online advertising, apps, and AI-powered conversations. Wherever a person must notice, understand, decide, or act, the method helps you design a more effective path.
- Emails: strengthen subject lines, message flow, requests, and calls to action.
- Social media: earn attention, frame value, and encourage meaningful engagement.
- Websites and landing pages: reduce friction and guide visitors toward the right action.
- Advertising: connect the promise in the ad with a convincing next step.
- Checkout and conversion flows: make decisions feel easier, clearer, and safer.
- AI conversations: bring behavioral intelligence into prompts, assistants, and customer journeys.
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The Fogg Behavior Model: The Engine Behind Action
Behavior happens when Motivation, Ability, and a Prompt come together at the same moment.
The Fogg Behavior Model gives teams a simple diagnostic lens for digital performance. If people are not acting, do not jump straight to louder persuasion. Ask three better questions: Are they motivated? Is the action easy enough? Is there a clear prompt at the right moment?
| Motivation | Does the communication connect with what matters to the audience? |
|---|---|
| Ability | Is the desired action simple, understandable, and low-friction? |
| Prompt | Is there a timely, visible, and relevant cue to act? |
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34 Principles of Digital Influence
The 34 Principles of Digital Influence turn behavioral science into a practical toolkit for real digital decisions. They help teams move beyond opinion and apply proven psychological thinking to attention, trust, relevance, choice, ease, and action. Use the principles to review existing communication, generate stronger ideas, and test changes with purpose.
- Diagnose: identify why people hesitate, abandon, or overlook a message.
- Design: shape content and journeys around how people actually decide.
- Apply: translate each principle into copy, UX, timing, framing, and interaction choices.
- Test: turn behavioral hypotheses into focused experiments and measurable learning.
- Scale: use one shared language across marketing, sales, product, UX, service, and AI.
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Behavioral Science, Proven in Practice
The Online Influence Institute combines proven behavioral science with practical application. Published examples include a 43.4{4fd5cc98a9f95a41a27ad8a6d94b01e23cea6a6e1fcc55221c168ecd8ac70127} sales increase for SimCity, a 400{4fd5cc98a9f95a41a27ad8a6d94b01e23cea6a6e1fcc55221c168ecd8ac70127} increase in reviews for bol.com, and a 2000{4fd5cc98a9f95a41a27ad8a6d94b01e23cea6a6e1fcc55221c168ecd8ac70127} increase in leads for SEAT, showing how carefully designed changes can produce measurable shifts without changing the underlying product.
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Next step
Make Your Next Digital Decision Smarter
Whether you are writing an email, planning a social campaign, improving a website, optimizing a checkout, or designing an AI interaction, Online Influence gives you a structured way to understand behavior and improve results.
Get practical Online Influence insights
One proven behavioral insight, one real case, and one practical action, delivered every three weeks.