Look at these 2 UIs. One of them will 100% outperform the other for 1 key reason: The Zeigarnik Effect. Here's EVERYTHING you need to know about this psychological trick (& how to use it for your products to increase conversions): https://t.co/MOdSMrCZys

I churned through lots of messaging ideas and was generally gnashing my teeth about this. I ultimately answered the question by coming up with a bunch of weird ideas and split-testing them on our existing website to see which converted. A clear winner emerged from among these: calling ourselves a “tool for thought."