CXL Digital Psychology and Persuasion Minidegree — Week 3 Review

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  1. Use established science
  2. Test, test, test. Test everything whether you are using commercial or academic research or anything else.
  • Mere Exposure Effect — Things that are perceived more frequently are rated more positively and trustworthy — repeat elements everywhere
  • Loss Aversion — People’s tendency to stronger prefer avoiding losses to acquiring gains.
  • Never believe A/B test case studies — they only show a part of the truth. Without absolute numbers it’s untrustworthy.
  • Something that you can’t see can’t change the behavior of your users. Test stuff that has the power to fundamentally change user behavior.
  • Statistical significance is not validity — don’t stop the test once you reach 95% significance. Make sure you have enough sample size and long enough test duration.
  • Your website is a salesperson, understand the biases that you can use –List of cognitive biases
  • Growth System = Goals + Ability + Culture

Element 1: Gravity

  • Needs
  • Wants
  • Goals
  • Transportation
  • Fuel economy
  • Reliability
  • Resale value
  • Capacity
  • Need for status
  • Sex appeal
  • Signaling — values (hybrid)
  • Fantasy
  • Price
  • Features
  • Delivery
  • Quality
  • Service
  • Job security
  • Promotion
  • Boss approval
  • Relationshio
  • Risk Aversion

Element 2: Nudge

Element 3: Angle

  • Benefits
  • Features
  • Gifts
  • Prices
  • Discounts
  • Specifications
  • Emotions
  • Psychology
  • Biases

Step 4: Friction

  • Form fields
  • Steps in checkout process
  • Instructions
  • What am I supposed to do?
  • ANYTHING in Conversion Sequence

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Launch strategist and copywriter for spiritual entrepreneurs on a mission to heal the world.

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Kristina Shands

Kristina Shands

Launch strategist and copywriter for spiritual entrepreneurs on a mission to heal the world.

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