As we get closer to achieving a goal, we invest more in trying to achieve it. Making users feel like they’re far along will encourage them to act. Bank of America This is the first page during the mobile check deposit process. The app makes you feel like you’ve already on the 2nd step… before…

We need context to justify an action. Providing users with context in an alert will increase the likelihood of action. Mint Rise Booking.com Galley (meal delivery) Jawbone United Airlines Amazon SFO Road Crossing

We like to act in a manner consistent with our identity. Reminding users of their identity, whether in the past, present, or future, can can increase the likelihood of action. Wikipedia Yale Betterment Runkeeper Jawbone

We don’t like gaps between what informations exists and what we know. Prompting users with the existence of knowledge that they want to know can drive behavior to close the gap. Facebook Mint Airbnb Email to prompt users to write a review after their host has reviewed them

We often avoid decisions if we’re not required to make them. Requiring users to make a choice can increase the chance that they’ll consider the options more carefully. New York State Driver’s License Form United Airlines