<!-- SPDX-License-Identifier: MIT -->
<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

# Chapter 19: Advanced CRO Tactics

## 19.1 Behavioral Economics in CRO

### Cognitive Biases to Leverage

**Loss Aversion:**
People prefer avoiding losses to acquiring gains. Frame offers in terms of what users will lose by not converting.

**Social Proof:**
Users follow others' behavior. Display customer numbers, testimonials, and usage statistics.

**Scarcity:**
Limited availability increases perceived value. Show stock levels or time-limited offers.

**Anchoring:**
First price seen influences perception. Display higher-priced option first.

### Nudge Theory Applications

**Default Options:**
Pre-select the choice you want users to make.

**Choice Architecture:**
Present options to guide decision-making without restricting choice.

**Feedback Loops:**
Provide immediate feedback on user actions.

## 19.2 Advanced Personalization

### Real-Time Personalization

**Dynamic Content:**
Change content based on user behavior in the same session.

**Behavioral Triggers:**
- Exit intent offers
- Scroll-based messaging
- Time-on-page triggers
- Inactivity prompts

**Segmented Experiences:**
Create different experiences for:
- New vs. returning visitors
- Traffic source
- Geographic location
- Device type

### Machine Learning Personalization

**Recommendation Engines:**
Suggest products or content based on:
- Collaborative filtering
- Content-based filtering
- Hybrid approaches

**Predictive Content:**
Show content predicted to drive conversion based on similar user patterns.

## 19.3 Mobile CRO Deep Dive

### Mobile-Specific Optimization

**Touch Target Sizing:**
Minimum 44x44 pixels for touch targets.

**Thumb Zone Optimization:**
Place primary actions in easy-to-reach areas.

**Mobile Form Design:**
- Single-column layout
- Input type optimization
- Auto-fill compatibility
- Progress indicators

**Speed Optimization:**
- Lazy loading images
- Minimize JavaScript
- Optimize above-fold content
- Reduce server response time

### App Store Optimization (ASO)

**Conversion Elements:**
- App icon design
- Screenshot optimization
- Preview video
- Ratings and reviews
- App description
