The Psychology of
A checklist of tactics that will boost sales.
Before the Purchase
Darken the Top Border of the Interface
A dark border separates the exit tabs in the browser from the main interface.
Arrange Products Horizontally for Browsing
Customers browse horizontally, but they search for specific products vertically.
Insert the User's Photo into the Interface
Bridge the intangible gap between the real and digital world.
Insert Persuasive Content into Reviews
Reviews are more persuasive when they show the reviewer's name, verification status, and product imagery.
Respond to Negative Reviews
Only 4 percent of businesses respond to negative reviews, yet these responses boost sales.
Describe the Concrete Next Step
Choose concrete words that depict a vivid image of the next immediate action.
Avoid Cutesy Text and Exclamation Points
Choose button text that people would normally say (and how they would say it).
Display Ugly Rejection Options
You could uglify rejection options with weird fonts, unbalanced positioning, or wide letter-spacing.
Show a Positive Statement Near Buttons
When users look at a button, they imagine taking this action. Nearby positive statements trigger a more pleasant simulation of the action.
Mention the Word "Click" or "Tap" Near Buttons
While reading verbs, you simulate the depicted motor actions.
Ease the Symbolic Motion of Progress
Downward motion seems stronger because of gravity. A downward progress bar feels more capable of reaching the end.