Consumer Psychology
Why the first thing somebody reads about you decides the rest
People anchor on the first piece of evidence they see and read everything after it in that light. What that means for where your proof sits on the page.
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Consumer Psychology
Why people do what they do on a page: what they decide in the first seconds, what they anchor on, and what makes a decision feel risky enough to postpone.
Consumer Psychology
Why more choices means fewer calls
Adding a second button, a chat widget and a popup does not give visitors more ways to convert. It gives them a decision, and decisions get postponed.
Consumer Psychology
Why people leave a page they were about to buy from
Nobody abandons a form because it was long. They abandon because something made the decision feel risky. What that something usually is.