Increasing Conversion Rates with Behavioral Science

Kristen Berman, a behavioral scientist and co-founder of Irrational Labs, has been exploring the potential of using behavioral science to increase conversion rates. From mobile apps to webpages, there is an array of opportunities in which these principles can be applied to create an experience that encourages users to take action and convert. Let’s dive into two key concepts, Forced Choice and Present Bias, and examine how they can be used when optimizing conversions.

Forced Choice

Forced choice is a concept that was popularized by the Steady mobile app. It leverages our natural tendency towards decision making by breaking down complex choices into smaller ones. This helps users make decisions more easily and quickly without being overwhelmed by too many options at once. In terms of user experience design, forced choice entails limiting the number of options or features displayed on one page so that the user can focus on what is most important for them. This also helps reduce cognitive processing load which makes it easier for users to make decisions.

Present Bias

Present bias refers to our tendency to prefer immediate gratification over long term rewards or goals. People are drawn towards immediate benefits rather than delayed benefits or costs because they have a stronger emotional pull in the moment. Companies have seen great success by leveraging present bias in their user experience design in order to increase conversion rates – for example, offering discounts or free trials upfront instead of after a few uses. By emphasizing immediate benefits that are easy to understand and relate to, companies can capture attention and encourage users to take action right away without having to wait for long term results.

Benefits vs Costs

When optimizing conversions, it is important not only look at what benefits you are offering but also consider any costs involved in taking action – such as friction due to a lengthy sign-up process or payment system difficulties due to outdated technologies. Evaluating both the benefits and costs will help ensure that your conversion optimization efforts are successful while still delivering an optimal user experience that encourages users take action now rather than later.


Optimizing conversions with behavioral science has become increasingly popular among companies who strive for higher customer engagement – from mobile apps like Steady utilizing forced choice strategies to websites leveraging present bias techniques for increased conversions. When evaluating your own business model’s potential for conversion optimization, it’s essential not only to look at what benefits you are providing but also weigh those against any associated costs before implementing changes in order ensure success with your customers every step of the way!

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