Question 1

What is Conversion Science?

Accepted Answer

Conversion Science is the systematic study of how humans make decisions online. It blends behavioural science, cognitive psychology, and web design research to understand why visitors act — or don't — and to remove the uncertainty that blocks them. Rather than chasing traffic, it focuses on making every visitor's experience clearer, more trustworthy, and easier to act on.

Question 2

How is Conversion Science different from CRO?

Accepted Answer

Traditional Conversion Rate Optimisation tends to focus on testing tactics — button colours, headline tweaks, layout shifts. Conversion Science goes deeper. It starts from the questions every visitor is silently asking (What is this? Is it for me? Why should I trust you? What happens next?) and uses behavioural evidence to resolve the uncertainty underneath. Testing is a tool we use; understanding is what we're after.

Question 3

What's the Four Questions Framework?

Accepted Answer

Almost every conversion problem can be traced back to one of four questions a visitor is asking themselves: What is this? Is it for me? Why should I trust you? What happens next? The framework is the educational spine of this site — each Research Note, Insight, and Article connects back to one or more of these questions. When you can answer all four clearly for your visitor, friction drops and decisions get easier.

Question 4

Is this based on real research?

Accepted Answer

Yes. Our Insights are built on peer-reviewed research papers and studies from behavioural science, cognitive psychology, and human-computer interaction. Each Insight cites its source, the institution, and the authors, and translates the findings into practical applications for websites. Research Notes, by contrast, are our own observations and field notes drawn from applying this work.

Question 5

Where should I start reading?

Accepted Answer

If you're new, begin with the Four Questions Framework on the home page — it frames everything that follows. Then browse the Research Notes for short, practical observations, or dive into the Insights for deeper, evidence-backed analysis. The Articles sit in between: longer-form thinking that connects research to real websites.

Question 6

Do I need a technical background?

Accepted Answer

Not at all. Conversion Science is written for anyone who runs, designs, or writes for a website. We avoid jargon, and where a concept needs explaining we explain it plainly. If you can describe what your website does, you can apply this work.

Question 7

How often is new research published?

Accepted Answer

Research Notes are published as observations arise — usually several a month. Insights and Articles are published less frequently because they require deeper research and writing. The best way to keep up is to subscribe to the newsletter; new work lands in your inbox as it's published.

Question 8

What's the difference between a Research Note, an Insight, and an Article?

Accepted Answer

Research Notes are short, numbered observations — a single idea or finding, quickly stated. Insights are deeper dives built on external research, with citations and practical applications. Articles are longer-form essays that connect the research to real-world websites and decisions. Together they form a layered library: scan the Notes, study the Insights, read the Articles.

Question 9

Can you apply this to my website?

Accepted Answer

Yes. We offer a Conversion Science Audit — a structured review of clarity, trust, friction, and decision architecture on your site, delivered as a prioritised action plan. We also take on consultancy, development, and workshop engagements where the fit is right. See the Services page for what's involved.

Question 10

What does an audit include?

Accepted Answer

An audit includes a written report, a video walkthrough of the findings, and a prioritised action plan so you know what to fix first. It maps your site against the Four Questions and identifies where uncertainty is costing you visitors. You can book one through the Contact page.

Question 11

Do you work with specific industries?

Accepted Answer

Conversion Science is industry-agnostic — the principles of human decision-making apply everywhere. We've worked across SaaS, e-commerce, professional services, and non-profits. What matters is that you care about your visitors' experience, not just your traffic numbers.

Question 12

How do I get in touch?

Accepted Answer

Use the Contact page to send an enquiry. Tell us a little about your site and what you're trying to achieve, and we'll come back to you with next steps. For general questions about the research, the newsletter reply address is the quickest route.

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