8 COGNITIVE BIASES TO INCREASE CONVERSION + EXAMPLES

Summary from the TLDR Marketing newsletter

This article describes 6 additional cognitive biases with examples. Cognitive biases are psychological tricks that can influence users’ choices and are a powerful lever to boost conversion. Authority Bias represents how people tend to have a higher perceived value of a product when a figure of authority is talking about it or validating a statement - Rise Science leveraged this in creating a “Learn” tab in its app, with scientific studies outlining the importance of sleep, which supports the app's main value proposition. Loss Aversion represents how people tend to avoid losses rather than acquire equivalent gains - Abode leverages this in its cancellation flow by reminding users of the products they’ll lose access to.