A Framework
The Four Questions Every Visitor Is Asking
Almost every conversion problem can be traced back to one of these questions.
What is this?
Can a stranger understand what you do in five seconds?
Is it for me?
Can visitors immediately see you help people like them?
Why should I trust you?
Do you provide evidence, not just claims?
What happens next?
Is the next step obvious and easy?
Featured Research
Explore the latest
Latest Insight
The 5-Second Rule: Visual Processing in Landing Pages
Eye-tracking research reveals that users form first impressions in 50ms — and 94% of those impressions are design-related. Here's what that means for your landing page.
Latest Article
The Hidden Cost of Uncertainty: Why Your Website Bleeds Revenue
Most optimisation advice focuses on button colours and headline tweaks. But the real money is in removing the quiet, invisible doubt that makes visitors hesitate.
Research Note #19
The 30 Minute Conversion Audit
Grab a coffee. Open your website. And work through these four questions. If you can't answer any of them clearly, that's where your conversion problems live. Don't try to fix everything at once. Pick the biggest gap and start there.
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Conversion Science Audit
Find where uncertainty exists on your website. Clarity, Trust, Friction and Decision Architecture review with a prioritised action plan.
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Evidence-based guidance for better decisions. User behaviour analysis, messaging evaluation, experiment planning and strategic recommendations.
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Websites built around human decision making, not aesthetics alone. Clarity, trust, friction reduction and user experience at the core.
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Conversion Science, behavioural psychology, trust building and decision architecture. Practical sessions for teams who want to think differently about their website.
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The Research Notes
Weekly observations from behavioural science, UX research and conversion studies.