The Psychology
Behind the Click

Conversion Rate Optimisation is a vanity metric; here’s what you should optimise for instead.

When the framing effect goes wrong, it can tank sales, destroy recognition, and cost millions.

The framing effect shows that how you present information changes what people decide, and it’s one of the highest-leverage tools an ecommerce business can use.

Every click, scroll, and checkout is a decision made by a person. And people rarely behave as logically as we expect them to.

That’s where behavioural science comes in.

Pricing is perception, and perception can be shaped. The number you choose matters, but how you present that number matters even more.

Landing pages are misunderstood. They’re not mini-homepages. They’re not design playgrounds. Their job is simple: turn a click into a clear next action.

Good product pages can convert. But great product pages sell out because they’re built around a deep understanding of how people actually make decisions.

If your website doesn’t align with how people actually make decisions, you’re leaving money on the table.