Spark Effect
When the first step is tiny, people take it.
What it is
Motivation is unreliable, but a small enough action needs almost none. A one-field form, a single-tap reply, a question that can be answered with a click. The first action matters far more than its size, because it starts the chain that consistency and investment then carry.
The research
Behaviour change is most reliable when the target behaviour is made tiny enough to happen even at low motivation, then grown from there.
Fogg, 2009
How to use it
Ask for the email only
Name, company and phone can come later. The first form has one field.
Reply with one tap
In outbound email, a question answerable with "yes" or a single word gets more replies than an open one.
Related
Sources that shaped this entry: growth.design.