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Social proof with specificity. Not “dentists recommend” but “9 out of 10 dentists recommend.” Richard Shotton’s research shows precise numbers feel more credible than round ones. “93% of customers”…

Avis ran the famous “We’re Number 2, so we try harder” campaign for decades. Cialdini’s weakness-first principle. Admitting a flaw before someone discovers it builds trust and reframes the…

Airbnb shows a “This is a rare find” badge on high-demand listings that are usually booked. Different from “Popular” or “Bestseller” – “rare” implies scarcity you’ve stumbled upon by…

An electronics retailer added Norton, McAfee and BBB trust badges directly next to the “Buy Now” button to increase confidence. Backfired completely. Placing security badges at checkout reminds people…

Apple’s product pages have massive hero images and relatively small “Buy” buttons tucked below. Apple doesn’t need to sell you at the button – they sell you with the…

Expedia had a “Company Name” field in their checkout. It was optional. It was costing them a fortune. Users saw “Company Name” and panicked. “Am I on the wrong…

Casper’s product page shows “100-Night Risk-Free Trial” before you ever see the price tag. Mattresses are high-anxiety purchases. What if it’s uncomfortable? What if I hate it? Showing price…

A furniture brand tested hero images: lifestyle shots (couch in a beautiful room) vs. product-only shots (couch on white background). Lifestyle images look premium but force the brain to…

“Only 2 rooms left!” “12 people looking at this right now.” “Booked 6 times in the last 24 hours.” Scarcity triggers loss aversion – the fear of missing out…

Instead of “Fast shipping” or “Ships in 2-3 days,” a home goods brand switched to showing the exact arrival date: “Get it by Thursday, Dec 19.” Vague timeframes force…