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## Psychology of Conversion

### Cognitive Biases

| Bias | Mechanism | Tactics |
|------|-----------|---------|
| Social Proof | People follow others under uncertainty | Customer counts, recent purchases, bestseller badges, reviews |
| Scarcity/Urgency | Limited availability increases perceived value | Genuine stock limits, time-limited offers, exclusive access. False scarcity erodes trust |
| Authority | People defer to experts | Certifications, expert endorsements, media mentions, professional design |
| Reciprocity | Giving value creates obligation | Lead magnets, free tools, samples, trials |
| Loss Aversion | Avoiding loss motivates more than equivalent gain | Frame "don't lose $100" not "save $100"; countdown timers; highlight what's missed |
| Anchoring | First information disproportionately influences decisions | Show original price with sale price; lead pricing tables with premium tier |
| Paradox of Choice | Too many options cause paralysis | Limit visible options, recommend "best for most", progressive disclosure |
| Commitment/Consistency | Small commitments lead to larger ones | Start forms with easy questions; micro-conversions before macro asks |
| Framing Effect | Presentation affects decisions even when facts are identical | "90% success rate" outperforms "10% failure rate" |
| Decoy Effect | A third option makes one of two others more attractive | Slightly-worse premium tier makes mid-tier look like the smart choice |

### Emotional vs. Rational

Emotions drive desire to convert; rational elements provide justification. Address both:

- **Emotional**: FOMO, desire for status/improvement, trust, belonging, pride
- **Rational**: features, price comparisons, reviews, guarantees
