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Persuasion Principles

Psychology. Evidence. Conversion.

This library brings together persuasion principles grounded in behavioural science and proven through real-world experimentation. Browse the collections below to discover the psychology behind common conversion problems and practical A/B tests to help solve them.

Lead Gen Persuasion Principles

Enquiries are earned long before someone completes a form. Every interaction either builds confidence to get in touch or creates another reason to leave. Explore behavioural principles that reduce hesitation, build trust and encourage more enquiries.

Homepage Persuasion Principles

First impressions shape every journey. Within seconds, visitors decide whether your website feels relevant, trustworthy and worth exploring. Explore behavioural principles that encourage people to stay, engage and continue their journey.

PLP Persuasion Principles

Finding the right product shouldn’t feel like hard work. Every filter, comparison and browsing decision influences whether shoppers keep exploring or give up. Explore behavioural principles that simplify choice and help customers find the right product faster.

PDP Persuasion Principles

Buying decisions are rarely driven by product features alone. The way information is presented influences how customers perceive value, confidence and risk. Explore behavioural principles that help product pages become more persuasive and conversion-focused.    

Checkout Persuasion Principles

Every checkout shapes whether purchase intent becomes a completed sale. Small moments of friction and uncertainty can be enough to prevent customers from completing their purchase. Explore behavioural principles that reduce hesitation and improve conversions.    

Site-Wide Persuasion Principles

Conversion isn’t driven by individual pages alone. The experiences that connect your website together influence how visitors navigate, build trust and make decisions. Explore behavioural principles that create more intuitive, consistent journeys from start to finish.

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Flawless execution with stunning results

Working with the Conversion Kings team has been an absolute delight for us at Beauty Affairs. From the very beginning, we knew we were in capable hands. One of our first projects with them was to improve our Product Detail Pages (PDPs). They managed, planned, and executed this brilliantly. Our PDPs now look fantastic to us and our customers! The quality of work has been amazing across all projects, CK is always done on time with clear scope and attention to detail. Our wonderful experience has definitely led to more projects and we can’t wait to see how CK brings them to life

Elly, CEO Beauty Affairs

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Outstanding quality and dedication

Working with Conversion Kings has been nothing short of exceptional. The CK team’s attention to detail, commitment to quality, and their ability to find solutions in the most intricate of situations has truly impressed me. I’ve often heard the phrase “finding a needle in a haystack,” and I must say, CK excels at it. The quality of work delivered throughout the project was consistently outstanding. It’s evident that CK’s expertise and dedication played a pivotal role in the success of the iRefer project. Communication has been seamless and efficient. The team’s proactive approach to addressing concerns and keeping all stakeholders informed has been instrumental in ensuring a smooth process. I’d also like to express my appreciation for CK’s commitment to going above and beyond to ensure the project’s success. The level of dedication and expertise displayed is truly remarkable.

Aleksandar Romanov, Founder & Co-CEO iRefer

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Incredibly valuable insights and suggestions

I highly recommend all Australian businesses who use online channels to use Conversion Kings for UX reviews. Matt assessed one of our key revenue generating pages. He quickly understood our business model, target audience and the purpose of the page to provide incredibly valuable insights and suggestions. Very exciting to start testing and increase the value we can provide to our customers. Thank you Matt!

Stephan Dahinden, CEO Kitchen Aid

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Rapid results and practical solutions

Conversion Kings Customer Research team has been a fantastic partner in conducting usability studies for several new initiatives and existing Michael Hill website features. They have been very competent in understanding research objectives, writing test plans and conducting user interviews. They have delivered reports quickly (within a week) and to a very high standards, clearly outlining areas of concerns, providing practical recommendations, and prioritising the severity of issues. High quality and structure of the report meant that we were able to use it straight away to create user stories and populate our development backlog. Thank you so much, we really appreciate the great work you are doing!

Maria Mikhalyak, UX Manager Michael Hill

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Your expertise has played a key role in elevating our digital presence

We’ve partnered with Conversion Kings for over three years across a range of initiatives including tracking, UX, and new website design. The experience has been consistently exceptional. From initial engagement through to delivery, the team brings professionalism, clear communication, and efficient execution to every project. A special thanks to Ryan, Matt, Janine, and the broader team behind the scenes—your expertise has played a key role in elevating our digital presence and deepening our understanding of customer behavior. We look forward to continuing this valuable partnership. Keep up the great work!

Piyush Khera, Marketing Manager SilverChef

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