There are three ways to create urgency: Quantity limitations (Only three tickets left at this price) Time limitations (Discounted tickets until July 1st) Contextual limitations (Father’s Day is coming, get a gift now)

B = V × C × L B—business results V—visitors / traffic C—conversion L—loyalty If you want to double your results, you can either double the number of unique visitors (very expensive), double the conversion rate (possible, but increasingly harder as there’s a max limit to your conversion rate), or double repeat purchases.

People like to customize stuff. It’s fun, has a game-like element to it and creates a feeling of ownership. Once you’ve spent minutes configuring a product, it feels like your own.

A hypothesis: testing is not there to prove an idea works, but to assess whether it works.

Behavioral design is where psychology and technology meet—a systematic way to influence a desired behavior, one step at a time.

Treepodia says video is one of the few strategies that seems to work well regardless of the category in which it is deployed. The following chart shows the conversion rate increases that were witnessed for shoppers who watched product videos:

improving conversions is like getting better at anything—you have to do it again and again. It often takes many tests to gain valuable insights about what works and what doesn’t.

Green dot behaviors are often used in the beginning stages of complex behavior inductions.

Friction is all the doubts, hesitations and second thoughts people have about giving you money for a product. Is it really worth the money? Will it break? Can I trust this guy? Will it work? What if it doesn’t fit? Is this a scam? Is it the right choice for me? Will she like it?