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All Decision making Memory biases Social biases UX Laws Pricing tactics

  Paradox of Choice

Decision making
Decision making

We love choice, but too many choices are simply too difficult for our simple ratio.

If your customer makes a choice, praise them. They will forever think that they made the right choice. Pepper your conversion funnel with affirming messages, and email them to congratulate them on their purchase.

In a self-justifying manner retroactively ascribing one's choices to be more informed than they were when they were made

If your customer makes a choice, praise them. They will forever think that they made the right choice. Pepper your conversion funnel with affirming messages, and email them to congratulate them on their purchase.

Hobson's +1 Choice Effect

Decision making
Decision making

Customers click and buy more when there’s a link accompanying your call to action.

  Default effect

Decision making

When given a choice between several options, the tendency to favor the default one.

Remind a user that they’ve been right so many times before, and the choice that they’re about to make is indeed the right one.

People love to believe that they are in control. If you can give the user some degree of choice or influence over the conversion process.

  Reactance

Decision making

The urge to do the opposite of what someone wants you to do out of a need to resist a perceived attempt to constrain your freedom of choice.

  Regret aversion

Decision making

When making decisions, one should consider all outcomes, the likelihood and effect of each outcome, and make a choice based on that. What people really do is often different.