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Phrase Your USP’s as Gain or Loss, Depending on the Risk

People are risk-averse when they have something to gain. When people have something to lose, they take more risks. People won’t take a lot of risks when they could win $100, but will definitely take more risk when about to lose $100. People are willing to take more risk to minimize the chance of losing it.

This effect is known as the reflection effect and was discovered by Nobel-prize winner Kahneman. When you want customers to make a risk-averse choice (such as buying from you), test by phrasing your USPs as gains. When you want customers to make a risk-seeking choice (such as switching to you), phrase your USPs as losses.

usp as gain or loss depending on risk

Conversion tip from:

Gijs Wierda

Gijs Wierda

Conversion specialist

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Done&Tested shares conversion rate optimization tips with digital marketers, designers and business owners. Each week I add a conversion tip or insight I love, or just blows my mind. All tips are meant as inspiration and I recommend split-testing them because they might not work for your audience. I work as a freelance conversion specialist. Would you like to share a tip as well? Drop me an email here.

Gijs Wierda

Gijs Wierda