Consumer psychology
Online consumer psychology: understand buying decisions
Understand online buying decisions through behaviour and context. Map uncertainty, compare explanations and turn insights into testable changes.
9 min read
Consumer psychology
To improve an online decision, first observe what makes it difficult to understand. These guides examine trust, cognitive load and choice, distinguishing psychological research from observations and testable hypotheses. Use them to ask better research and experimentation questions while keeping the user's interests in view.
Start with this guide
Consumer psychology
Cognitive load in UX: reduce unnecessary mental effort
Find where your UX makes people remember, interpret or repeat work. Use a task audit and usability evidence to reduce effort without hiding useful detail.
9 min read
Consumer psychology
Digital behaviour research: connect data and observation
Research digital behaviour with reliable events, realistic tasks and testable explanations. Separate observed actions, user accounts and causal evidence.
9 min read
Consumer psychology
Ethical choice architecture: help people decide
Design choices people can understand and control. Audit defaults, wording and friction, then measure informed decisions alongside commercial outcomes.
9 min read
Consumer psychology
Trust in ecommerce checkout: make the commitment clear
Improve trust in ecommerce checkout with clear totals, delivery expectations and payment feedback. Audit claims and test understanding alongside conversion.
9 min read
Consumer psychology
From psychological insight to a testable CRO hypothesis
Turn a behavioural insight into a clear CRO hypothesis. Define the observation, alternative explanations, change, prediction and evaluation before testing.
9 min read
Consumer psychology
Social proof and scarcity: where to place the evidence
Place reviews and availability information where they answer a real question. Check sources, context and freshness, then evaluate their effect on the page.
8 min read
Consumer psychology
Cognitive biases in buying decisions: a practical guide
Use cognitive biases as questions to investigate buying decisions. Examine anchors, framing and defaults with concrete examples and an evidence worksheet.
8 min read