“Risk theory” sounds sexy — like the code name for a Fast and Furious stunt.

Most conversion optimizers I know aren’t intensely interested in social media. Sure, they dink around on it. They add plugins here and there. They’re aware of social proof. They use it.

Howard Schultz said, “The challenge of the retail business is the human condition.”

What Color Should My Buttons Be?

Want to get in an animated discussion with a conversion optimization expert?

Your customers have finely-tuned BS meters. They can smell that mess an Internet mile away.

Everybody likes a sure thing. Life is easier if you know what’s going to happen next or what you can expect in return for your investment, or for any effort. It just seems fair: If I do this, I know I’ll get that.

The Perceived Value Factor

“Perceived value” may not sound like the world’s most exciting feature, but it has far-reaching effects.

Let’s just get this straight: There aren’t any conversion optimization best practices.

The better we understand our customers, the better we become at conversion optimization. Although the digital age has given rise to new forms of marketing, it has not fundamentally changed human psychology.

Selling stuff has come a long way since those guys who did the vacuum cleaner demonstrations.