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    Decision Architecture Entry #0141

    The reason two-minute delays kill more purchases than price

    A small procedural cost can outweigh a large financial one, because the delay gives the decision time to be reopened and the money does not.

    Adept
    The hidden part #0141

    A delay is not priced in time. It is priced in the chance that the decision reopens, and reopened decisions rarely close the same way.

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    Choice Design Entry #0244

    Why a single-page checkout changes the basket size

    Every additional step is an opportunity to reconsider. Compressing the steps removes exits, and it also removes the pauses in which a total gets reviewed.

    Adept
    The hidden part #0244

    A step in a flow is an exit and a review point at once. Removing it raises completion and removes the moment the total was checked.

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    Reward Loops Entry #0610

    The reason a spin-the-wheel offer converts better than a discount

    A flat ten percent off is a fact you evaluate. A wheel that lands on ten percent off is a prize you won, and a prize is far harder to leave unclaimed.

    Master
    The hidden part #0610

    The same ten percent lands twice as hard when you win it. A discount is evaluated; a prize is defended.

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