Applied Behavioral Science
For Business Growth.
People use shortcuts, prior experience, and context when making decisions. I combine behavioral frameworks with analytics and research to form testable explanations ofwhat users are doing and what may be making the next step difficult.
Get a Behavioral Audit →How humans actually
make decisions.
Behavioral economics documents predictable departures from perfectly rational choice. People use heuristics, respond to context, and do not always weigh every alternative the way a classical model assumes.
Daniel Kahneman and Amos Tversky's research showed recurring patterns in judgment under uncertainty. Effects such as loss aversion and anchoring are useful starting points, but their size and relevance vary by audience, decision, and environment.
Applied behavioral science means turning those patterns into specific, ethical, testable explanations for behavior. The framework produces a better hypothesis—not a predetermined conversion result.
From observation to
behavioral intervention.
Behavioral Diagnosis
Understand what users are actually doing
Before hypotheses come observations. I deploy behavioral analytics — heatmaps, session recordings, scroll maps, and click tracking — using tools like Contentsquare, Hotjar, Crazy Egg, and Microsoft Clarity. The goal: build a forensic picture of how users actually behave on your site, not how you think they behave.
Friction & Intent Mapping
Identify why users behave the way they do
I analyze dead clicks, rage clicks, scrolling, form abandonment, and hesitation signals. These patterns locate possible friction; customer evidence and experiments are still needed to explain why the behavior occurs.
COM-B Behavioral Framework
Apply the science of behavior change
COM-B is one useful diagnostic lens: Capability (can the user complete the action?), Opportunity (does the environment support it?), and Motivation (do they want to?). It structures the hypothesis; it does not prove the cause of a conversion problem.
Experiment Design & Validation
Influence behavior toward the desired action
I turn the diagnosis into an intervention with a named mechanism, baseline, expected range, guardrails, and decision rule. When traffic and implementation allow, an A/B test evaluates the change; other questions may require holdouts, qualitative research, or another design.
The cognitive mechanisms
behind every experiment.
Every hypothesis I write names a specific behavioral principle. This is not A/B testing by gut feel — it is systematic application of decision science to your conversion funnel.
Loss Aversion
People can weigh losses more heavily than equivalent gains, but the effect depends on context. Loss framing is a hypothesis to test, not a guaranteed persuasion tactic.
Anchoring
The first salient information can influence later judgments. Pricing-page or comparison-table anchors should be evaluated against a declared decision metric.
Default Effect
Pre-selected options can influence choice. Ethical defaults should be easy to understand, easy to change, and tested for downstream effects.
Social Proof
In uncertain situations, people may look to others for guidance. Named, relevant proof can reduce doubt; weak or mismatched proof can also backfire.
Cognitive Load
Additional choices, fields, and decision points can increase mental effort. Fewer options, clearer hierarchy, and progressive disclosure are hypotheses to evaluate against comprehension and completion.
Framing Effects
Presentation can influence judgment, but the direction and magnitude depend on context. Test truthful price, risk, effort, and outcome frames against declared metrics.
Three disciplines.
One behavioral framework.
Choice Architecture
Design decision environments that make choices easier to understand. Defaults, framing, anchoring, and option presentation become hypotheses to evaluate.
Learn more →ServiceDigital Psychology
Use cognitive science to develop testable explanations for friction across complex B2B buyer journeys.
Learn more →ServiceBehavioral Economics Training
Equip marketing and product teams with applied behavioral science. Workshops and intensives built for practitioners, not academics.
Learn more →Behavioral mechanisms as
testable hypotheses.
When customer evidence supports a behavioral explanation, I name it explicitly and test it. Other questions may be operational, technical, or measurement-driven.
See the Full System →Go deeper on
behavioral science.
Common questions about
behavioral science consulting.
How is behavioral science different from traditional CRO?
Behavioral science adds a structured explanation to CRO. Analytics and research locate the problem, a framework helps state a falsifiable mechanism, and the experiment evaluates whether the proposed change improves the decision metric. The framework makes the hypothesis rationale explicit and reviewable; it does not guarantee a larger lift.
What tools do you use for behavioral analysis?
I work with the leading behavioral analytics platforms: Contentsquare for enterprise-scale session replay and zone-based heatmaps, Hotjar for heatmaps and user feedback, Crazy Egg for scroll maps and click tracking, and Microsoft Clarity for free-tier behavioral analytics. The tool matters less than knowing what to look for — dead clicks, rage clicks, u-turns, form hesitation, and scroll depth drop-offs that reveal cognitive friction.
What is the COM-B model and how does it apply to CRO?
COM-B is a behavioral framework developed by researchers at University College London. It asks whether the user has the Capability, Opportunity, and Motivation to act. In CRO, it helps a team look beyond copy and consider usability or environmental barriers—but the proposed cause still needs evidence.
How do you measure the impact of behavioral interventions?
Before launch, I define the hypothesis, primary metric, guardrails, sample requirement, and decision rule. The method depends on the question and available traffic: A/B testing, holdouts, or another design. Revenue impact is modeled with assumptions stated explicitly; statistical significance alone is not a dollar result.
Ready to apply
behavioral science?
Start with a behavioral audit. I will map observed friction using heatmaps, session recordings, and behavioral analytics, then design COM-B-grounded experiments with revenue-connected metrics. No conversion or revenue lift is promised.
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