Articles exploring persuasion through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
6 articles
The Elaboration Likelihood Model applied to copy: high-involvement users need substance, not sizzle. Why emotional power words backfire when the decision stakes are high.
Narrative transportation theory explains why users who become absorbed in a story lower their critical defenses, making story-driven landing pages consistently outperform feature-list alternatives in conversion testing.
The Elaboration Likelihood Model reveals two distinct routes to persuasion: central processing for engaged readers and peripheral processing for skimmers. Effective copy must serve both simultaneously.
Precise numbers like $97 feel more deliberate and credible than round figures like $100. Explore the behavioral science behind why specificity signals competence and increases conversion.
Construal level theory explains why concrete CTA copy like 'Start Free Trial' converts better than abstract phrasing. Psychological distance determines whether users take action or defer.
When digital experiences threaten user autonomy through aggressive pop-ups and forced interactions, psychological reactance triggers the opposite of the intended behavior, undermining conversion goals.