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Behavioural Economics

Does it make sense to use cents in pricing?

Decimal points, commas, rounded figures: what effect do these elements have on your customer's perception of price? by Bri Williams

Rip up the grass if you want a better business

Sticking with the status quo can often lead us down the wrong garden path. by Bri Williams

How not to talk about yourself being number two

There’s a strange TV ad airing at the moment which is ringing behavioural alarm bells. Here’s why. by Bri Williams

The dirty little secret of customer insights

When James Dyson was pitching his new vacuum cleaner with its revolutionary clear plastic container, retailers warned him off, telling him that no one wants to see dirt. by Bri Williams

Stop wasting money on motivating your customers

“If you don’t believe, you don’t act.” So said a well-known motivational speaker at a recent seminar I attended. But it’s far from the whole story and here’s why. by Bri Williams

Four questions to answer any behavioural challenge

The beauty of boiling things down to these four questions is that it can help tackle any issue you might have. by Bri Williams

There’s a little bit of bad in all of us

Does it matter if you fudge the truth a little with your customers? by Bri Williams

The strangeness of consumer decision-making

So this shopper visited a well-known retailer looking to buy an Apple TV. by Bri Williams

How quitting is good business: Sarah Wilson's sweet deal

If you think getting a customer to buy something is hard, how about getting almost half a million people to stop using something they have grown up with? by Bri Williams

Two stumbling blocks when trying to persuade customers

When you stop to think about it, everything in business boils down to influencing people to change their behaviour. by Bri Williams

Why you should ignore what customers say they want

If my previous life as a product manager taught me anything, it was to largely ignore what people told me they wanted. by Bri Williams

Getting the horse to drink – how to increase website conversion

SEO is all well and good, but you then have to convert those new website visitors into sales. by Bri Williams

Using points of positive friction to engage your customer

Adding points of friction to a process can be a clever way of coaxing customers to think your way. by Bri Williams

How to stop struggling to explain why you are different

You know your business is different, but still can't find the words to tell people exactly why. by Bri Williams

Why habit is the key to better living

Want a tip on how to be more productive? To sleep better? To feel your best? Of course you do. We all do. by Bri Williams

This business nails all the ingredients of a behaviourally effective website

It is a real pleasure when I stumble across a business that has nailed its website’s behavioural effectiveness. by Bri Williams

A behavioural perspective on the budget’s $6 GP fee

The federal government is expected in tomorrow’s budget to introduce a $6 fee for visits to the doctor. by Bri Williams

When making it hard for customers can be a good thing

Can making life more difficult for your customers work to your advantage? In this world where keeping it simple is the mantra, is there an upside in doing the opposite? by Bri Williams

A fraction too much friction will damage your business

I have just saved myself hours by eliminating a point of customer friction on my website – and you should do likewise. by Bri Williams

There’s a time and place for confusing your customers

A bit of mystery and even confusion can work sometimes, but be careful to know the time and place for such a strategy. by Bri Williams
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