“One option is not really an option” Customers click and buy more when there's a link accompanying your big 'buy now' button (CTA). I personally call this persuasion technique the "Hobson+1 Effect" and it applies to most (but not all) of your visitors. At Online Dialogue we've run lots of A/B tests proving this persuasion
“We love either 3 or 5 options” If we are offered one option, our choice is to either go for it or... not. However, if we are offered two choices, we automatically start choosing between these two options. Not choosing at all becomes a much less obvious option. Therefore offering more than one option is
“We're really bad with numbers” We have a tendency to base judgments on known specific numbers and percentages, ignoring necessary general statistical information. This way we often erroneously over-evaluate options with high numbers and percentages, ignoring what subset or base these numbers apply to… Base Rate Neglect Scientific research example: Imagine you're the
“We have a tendency to do nothing" We have an irrational preference for the current state of affairs. Even when offered a new option or choice, we tend to stick to the default option. The status quo bias is closely related to loss aversion and anchoring & adjustments since the default option is taken as
