01
Cognitive biases
Anchoring, loss aversion, scarcity, social proof, authority, reciprocity, commitment, unity, liking. The 9 core Cialdini levers.
9 tactics
/ Discipline 03 — Marketing psychology
90% of buying is emotional. Engineer for that.
Sixty plus documented conversion tactics drawn from cognitive science, behavioral economics, and fifty years of direct response copywriting. The invisible layer between a pretty website and a customer machine.
/ 01 — Tactic categories
Nine categories. Sixty plus tactics.
02
Visual hierarchy
F pattern, Z pattern, eye tracking zones, gestalt grouping, strategic whitespace, focal point engineering.
6 tactics
03
Color psychology
Industry specific palettes, emotional mapping, accessibility contrast, cultural color weight, brand consistency.
5 tactics
04
Microcopy triggers
Action verbs on buttons, loss framed headlines, specificity over vagueness, benefit framing over feature listing.
7 tactics
05
Urgency and scarcity
Limited quantity, time boxing, slot counting, deadline framing, FOMO triggers, legitimate scarcity construction.
6 tactics
06
Trust signal density
Testimonials, reviews, credentials, press, guarantees, privacy signals, contact transparency, real photos.
8 tactics
07
Friction reduction
Form field minimization, smart defaults, progressive disclosure, skip options, one click paths.
5 tactics
08
Pricing display
Charm pricing, decoy effect, anchoring at the top, bundle framing, monthly over annual, crossed out prices.
7 tactics
09
Story arc structure
Problem agitation solution proof offer. The five-beat pattern every high converting page follows.
5 tactics
/ 02 — How to buy
Audit, rewrite, or bundle.
Diagnostic
Standalone audit
$497
One time — 1 week
- Full 60+ tactic review of current site
- Scored report with priority fixes
- Mockup showing recommended changes
- Revenue impact projection
- 30 minute strategy call
Recommended
Full rewrite
$1,997
One time — 2 weeks
- Everything in Standalone Audit
- Complete copy rewrite applying all tactics
- Page by page visual redesign recommendations
- New microcopy on every button and form
- Urgency and trust signal integration
- A/B test framework for validation
Free with build
Bundled
$0
Included in every build $997+
- Full tactic library applied during build
- Copy written to spec from day one
- Visual hierarchy engineered in
- Pricing tables optimized via decoy effect
- Trust signals and urgency baked in
Curious how your current site scores?