Attention is perhaps the most scarce commodity we have. People compete for visitors' attention (especially online), but they can only focus their attention on one thing at a time. In this deep-dive, we'll teach you how attention works and how to make sure visitors focus their attention in the right place.

Many ineffective sales techniques focus on increasing a visitor's motivation to buy a particular product. However, the real power of motivation lies in connecting to existing needs of your customers. In this deep-dive, we'll teach you what people's main motivations and needs are according to psychological research, and how to connect to them.

Uncertainty causes people to postpone their decision. This is something you want to avoid - after all, procrastination breeds procrastination. If you yourself are working on your product or website on a daily basis, it can be hard to see where it creates uncertainty for new visitors. In this deep-dive, we'll teach you how to figure out where insecurities lie and how to increase visitor certainty.

Our buying behavior is influenced by how available options are presented to us. By structuring or describing the same choices in a different way, you can cause major effects on behavior. In this deep-dive, you'll learn how to employ these influencing tactics. We also pay attention to the ethical use of these insights, after all "with great power, comes great responsibility."