Decision Science Articles — Atticus Li

Atticus Li

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Decision Science

Articles exploring decision-science through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.

2 articles

behavioral-economics Mar 20, 2026 8 min read

Choice Architecture: The Invisible Hand Guiding Your Users to Convert

In 2008, Thaler and Sunstein introduced choice architecture in Nudge. The premise was simple: the way choices are presented fundamentally shapes decisions. A real experiment shows how restructuring a homepage drove a double-digit lift in conversions.

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Choice Architecture: The Invisible Hand Guiding Your Users to Convert

behavioral-economics Mar 20, 2026 8 min read

The Completion Bias: Why Progress Bars Convert Better Than Promises

A real A/B test reveals how the Completion Bias drives a 5% conversion lift. Learn why showing users how far they've come is more powerful than telling them what's ahead.

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The Completion Bias: Why Progress Bars Convert Better Than Promises

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