Research & Writing
Articles & Insights
Long-form articles on conversion science and decision making, alongside insights translated from academic research. Evidence, not opinion.
The Hidden Cost of Uncertainty: Why Your Website Bleeds Revenue
Most optimisation advice focuses on button colours and headline tweaks. But the real money is in removing the quiet, invisible doubt that makes visitors hesitate.
Why Social Proof Backfires (And What To Do Instead)
Everyone tells you to add testimonials. But poorly executed social proof actually increases uncertainty. Here's how to do it right.
The Priority Framework: Where To Focus Your Optimisation Efforts
Not all optimisation has equal returns. Learn how to identify the changes that will actually move the needle — and which ones are a waste of time.
The 5-Second Rule: Visual Processing in Landing Pages
Eye-tracking research reveals that users form first impressions in 50ms — and 94% of those impressions are design-related. Here's what that means for your landing page.
Choice Overload: When Options Become Paralysis
In a landmark study, offering 24 jams attracted more attention than 6, but led to only 3% purchase rates — compared to 30% with fewer options. Here's why less really is more.
The Peak-End Rule: Memory vs Experience
Daniel Kahneman's research showed that people judge an experience not by its average, but by its peak (most intense moment) and its end. This has profound implications for checkout flows.