Research Note #01
The Biggest Lie in Marketing
After reading far more scientific papers than any web designer probably should, one theme kept appearing. The websites that convert best tend to do one thing exceptionally well: they reduce uncertainty. People don't buy when they're persuaded. They buy when they're confident enough to move forward.
Observation
If you've spent any time looking into conversion optimisation, you'll have seen all sorts of advice. Change your button colour. Rewrite your CTA. Use this psychological trigger. Add this urgency tactic. Remove that urgency tactic.
At some point, it starts to feel like everyone's making it up as they go along.
So I got curious. Over the past few months, I've spent an unhealthy amount of time digging through research papers, industry studies, experiments, case studies, and conversion reports.
Not because I'm fun at parties. Because I wanted to know what actually works.
Not opinions. Not theories. Evidence.
And after reading far more scientific papers than any web designer probably should, one theme kept appearing.
Evidence
The websites that convert best tend to do one thing exceptionally well. They reduce uncertainty.
People don't buy when they're persuaded. They buy when they're confident enough to move forward.
Practical Takeaway
Stop looking for tricks. Start looking for where uncertainty exists on your website. That's where your conversions are hiding.