Why is it that some visitors click directly on the order button, while others drop out despite seeing the same page? The answer is often not in the service or product or even in the price! The answer lies in the way our brain makes choices and decisions. Do you want to increase your conversion rate? Then it’s a good idea to delve into the world of psychology.
Fortunately, you don’t have to train yourself as a psychologist to take advantage of some clever tricks. There are plenty of proven effects you can apply to your design, texts and user experience. Small adjustments can make a huge difference.
In this article, we look at the 10 psychological tricks that will help you increase your conversion rates. From the Zeigarnik Effect to the Decoy Effect, each one will give you insights that will give your visitors that extra push towards conversion.
1. The Zeigarnik Effect
You know that feeling. You watch that series because you must know how it ends. This feeling of having to is exactly what the Zeigarnik Effect describes. People remember unfinished tasks much better than completed ones. As soon as something is unfinished, it keeps popping up in our heads until we can put a check mark on the to-do list,
In the online world, you can use this effect cleverly. For example, consider a progress bar in a checkout or registration process. Once someone sees that they have already completed 70% of the task, it feels a waste to drop out now.
So the Zeigarnik effect is all about creating a sense of unfinished business. A subtle reminder that there is only one more step to take can be enough to win visitors over. Whether it’s completing a purchase, filling out a form or completing an application. Want to increase your conversion rate? Then make sure people feel like they are already halfway there.
2. Hick’s Law
The more choices you give someone, the harder you make it for them to make a decision. This principle is known as Hick’s Law: each additional option extends the time it takes someone to choose. And this is something most people are not fans of. Online, this translates as follows: too many buttons, menus or product variations can lead to doubt. And in many cases, this doubt causes people to drop out.
A classic example is seen in web shops that put 20 similar products on one page. Instead of finding something faster, the visitor gets overwhelmed. Compare that to a page where there are three clear options, for example, “one page website,” “custom website” and “template website.” The visitor can decide faster and feels less overwhelmed.The same goes for call-to-actions. A homepage with buttons for “Subscribe”, “Contact”, “Request a quote”, “Read more” ánd “Download now” creates choice stress. By focusing on one main action, you increase the chance that people will actually click.
So the application of this psychological trick is simple: limit choices and make it clear which option is the default or recommended choice. Fewer options may feel like you’re offering less, but in reality it increases the likelihood that someone will make a decision. And if you want to increase your conversion rate, this is exactly what it’s all about.
3. Loss Aversion
Loss aversion, also called loss aversion, is a psychological principle that states that people respond more strongly to avoiding loss than to gaining. In other words, the pain of losing something outweighs the joy of gaining something. You can use this cleverly as a website or web shop owner to increase your conversions.
Suppose you offer a software tool. You might say, “With our platform, you save an average of 3 hours per week.” That sounds positive, but not very urgent. When you turn it around and say something like, “Without our platform, you lose 3 hours of administrative work every week,” it suddenly becomes more tangible. Visitors immediately feel they are losing something if they don’t choose.
This also works well with online stores. Think of notifications like, “Only 2 items left in stock” or “Offer expires in 3 hours.” The fear of missing out causes people to make a decision faster.
This psychological principle involves being honest with your customers. If you exaggerate scarcity or create artificial urgency, this can lead to a loss of trust with your target group. So apply loss aversion strategically and credibly. Show clearly what someone is missing if he does not take action and see your conversion rates rise.
4. Fitts’s Law
According to Fitts’s Law, the bigger and closer an interactive element is, the more likely people are to use it. In practice, this means that a clear, eye-catching button is much more likely to be clicked than a small link tucked away in a block of text. Our brain automatically chooses the path of least resistance.
On Web sites, you often see the opposite happen: a call-to-action designed so subtly that it almost disappears. Think of a light gray button at the bottom of the page or a link hidden in the navigation. Visitors have to make an effort to find the right action. And as a result, they drop out
A good example of Fitts’s Law in action is Pathe’s “Buy Your Tickets” button. It’s large, contrasting and always visible above the fold. There’s no doubt about where to click.
This principle is also crucial in mobile apps: in fact, the most important buttons should always be at the bottom of the screen, right where your thumb automatically rests.
If you want to increase your conversion rate, your task is simple: make the key action big, eye-catching and easily accessible. By adapting your design to Fitts’s Law, you lower the effort for the visitor and increase the likelihood that they will do exactly what you envision.
5. The Peak-End Rule
When people think back on an experience, they mainly remember the peak moments and the end. This is called the Peak-End Rule. Everything in between fades into memory faster. For online conversion, this means that both the peak moments and the last impression are crucial to how someone experiences your brand.
Let’s look at an online purchase process. Visitors may find your product page fine, but if the checkout is rigid, that negative ending lingers. The result: they may buy once, but are less likely to return. The reverse is also true. A smooth, fast checkout page and a friendly thank-you page allow the experience to end on a positive note, making people more likely to become repeat customers.
You can see an example of this at bol.com. After completing an order, a clear confirmation follows with an overview of what you ordered and a reassuring message about delivery. The ending thus feels clear and reassuring, rather than confusing.
So those who want to increase conversion should not only pay attention to the beginning of the customer journey, but also to the end phase. Make sure checkout and thank you page are flawless and enjoyable. Because no matter how good your offer is, it is the spikes and the end that ultimately determine whether people come back.
6. Visual Salience
Our brain is programmed to pay immediate attention to what is visually striking. We call this visual salience. Elements that contrast with their surroundings – by color, size or white space – automatically attract attention. This can be an advantage, but also a pitfall when the wrong element stands out.
On many websites, you see banners, pop-ups or busy visuals demanding attention, while the call-to-action almost disappears in the design. The result: visitors get distracted and leave the page without action. A better approach is to consciously direct which components get the visual focus.
A strong example of this can be found at Apple. Their product pages are extremely minimalist, giving full attention to the most important button (“Buy”) and the product image. By using plenty of white space and keeping the rest quiet, the visitor knows exactly where to look and click.
So in the world of conversion optimization, it’s important to make choices. What elements do you want the visitor to see first? What information is slightly less important? Through clever use of contrast, color and white space, you can direct the gaze to the action that matters. Ultimately, it’s not the amount of information but the visual hierarchy that determines whether someone converts.
7. Processing Fluency
People trust information that is easy to process. This psychological principle is called processing fluency. The simpler the presentation of a message, the more reliable and pleasant it feels. Our brain links convenience to credibility.
In practice, this means that a Web site with long sentences, technical jargon and busy design often inspires less confidence. Even if the content is strong, the visitor may drop out because it takes too much effort to understand everything. In contrast, a site with short sentences, clear headings and uncluttered white space immediately feels more trustworthy, even if the core information is the same.
A familiar example is seen with online forms. A form with ten cluttered fields on one page deters. Instead, divide the process into clear steps, with clear labels and plenty of space, then it feels simpler and people are more likely to complete it.
Anyone who wants to increase conversion should therefore always think from the visitor’s point of view: how can I make the threshold for understanding my message as low as possible? Clear language, clean visuals and a calm layout ensure that information is processed effortlessly. And that not only increases credibility, but also the likelihood of action.
8. The Endowed Progress Effect.
People are more likely to complete a task when they feel they already have a head start. This is called the Endowed Progress Effect. Once we perceive that the first steps have already been taken, completing feels more achievable and less stressful.
A familiar example comes from the physical world: savings cards at our favorite coffee shop where the first stamp is given as a gift. Instead of a blank card with ten boxes, the customer starts with one or two completed stamps. Psychologically, the journey then feels shorter and the likelihood of someone saving the card full increases significantly.
Online, you can also cleverly exploit this effect. Consider account registration where the first field (such as email address) is already filled in. Loyalty programs also take advantage of this by giving new customers an immediate welcome bonus or first points.
The principle works because the human brain likes to be consistent: once we start, we want to finish the task. By giving visitors the idea that they are already on their way, you lower the barrier to persist. The result: more completed forms, more purchases and more engaged users.
9. The Serial Position Effect
When people are presented with a series of information, they mainly remember the first and last part. This is known as the Serial Position Effect. Anything in the middle automatically gets less attention and is more quickly forgotten. For online communication, this effect is particularly valuable to make smart use of.
Suppose you offer three packages: Basic, Pro and Premium. Many companies put the most popular package in the middle, but the very first and last position have the most impact on our memory. By placing your most important offer at the front or back, you increase the likelihood that it will stick better.
The same goes for texts. The opening of a landing page determines whether someone reads on, and the closing determines which impression sticks. A strong beginning with a clear promise and a compelling ending with a clear call-to-action will make your message more effective, even if the rest is less well remembered.
The Serial Position Effect shows that not all content on a page weighs equally. By consciously choosing what to put front and back, you control your visitors’ memory and choice. That way, you make it more likely that they will remember what you think is most important.
10. The Decoy Effect
Last on the list of psychological tricks, is the Decoy Effect. This effect shows how an additional option – not actually meant to be chosen – can reinforce the preference for another option. This is because our brain never compares choices in isolation, but always relatively. By adding a “decoy option,” one alternative suddenly seems much more attractive.
A classic example comes from the newspaper industry. Suppose a digital subscription costs €59, a print subscription costs €125, and a combination of print and digital costs €130. Hardly anyone then chooses print only, but the bundle suddenly feels like a great deal. The print subscription acts as a decoy to steer the choice toward the bundle.
Online, this principle works just as well. Consider SaaS companies that offer three packages: Basic, Premium and a more expensive Enterprise option. Even if Enterprise is hardly chosen, it makes the Premium package more attractive because it seems more economical by comparison.
The Decoy Effect is enormously effective because it capitalizes on our desire for the “best deal.” It’s not about the absolute price, but how the options compare. By cleverly adding a third, less attractive choice, you can subtly steer visitors toward the package you most want to sell.
Increase Conversion: Focus on the brain
Conversion is not about pushing harder and forcing choices. It’s about understanding the workings of our brains smarter. Those who understand how and why people make choices can make huge impacts with subtle adjustments. It’s not about tricks that make someone do something they don’t want to do, but about removing friction, increasing trust and making choices easier.
Psychology shows that our brains often react irrationally, but therein lies the power for marketers and entrepreneurs. By tailoring your website to what feels natural to people, you get closer to their real behavior and therefore closer to sustainable results.
In the end, it is not a matter of more buttons, more options or more information. It’s a matter of just enough. Enough clarity to convince, enough direction to make the choice easy and enough attention to the experience so that someone comes back with a good feeling.
