Prospect theory is a behavioural economic theory that explains how people decide between probabilistic choices involving risk where the probabilities of the alternative outcomes are understood.



Mastery is one of three important human motivators that the psychologist Daniel Pink outlines in his book Drive. Mastery is a powerful motivator because of the desire to improve ourselves and be challenged, but also to get into a flow state of mind where we become consumed by an activity. A study of 11,000 industrial scientists and engineers in the US found that the desire for intellectual challenge was the best predictor of productivity. See also autonomy and purpose.



Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing solutions – Which A/B testing tool should you choose?

Types of A/B tests – How to optimise your website’s performance using A/B testing.

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