When it comes to website optimization, even global enterprises with dedicated web teams can unintentionally trigger adverse behavior from visitors to their site if they don’t take psychology into account. All day long, humans are trapped in an endless tussle for control of their surroundings, from the big things to minutiae. Since our days dwelling in caves, we crave control because it offers comfort. When things feel out of our control, our bodies immediately respond, with our deep subconsci
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