Free tool · Marketing
Score your landing page against the 12 persuasion principles and cognitive biases that matter most for conversion — social proof, scarcity, anchoring, loss aversion… Get your 0-100 score and your 3 weakest biases, each with an applied example. Free, no sign-up, and it never leaves your browser.
How it works
One persuasion principle per question, with 3 answer levels: you don't use it, you use it in a basic way, or you use it well.
Each answer scores 0 to 2. We add up all 12 and convert them to a 0-100 scale.
A visual list shows you at a glance which principles you're using well and which you're barely using yet.
Your 3 weakest principles, each with a concrete copy or element example you can apply right away.
Cognitive biases, applied to conversion
The brain doesn't evaluate every landing page rationally and exhaustively: it decides in seconds, relying on mental shortcuts — cognitive biases — that behavioural psychology has spent decades documenting. Daniel Kahneman and Amos Tversky showed that most decisions, including leaving an email or clicking "buy", are made by the so-called System 1: fast, intuitive, and highly sensitive to how information is presented, not just to what it says. Robert Cialdini translated those findings into applicable persuasion principles — social proof, authority, reciprocity… — which remain the basis for almost everything that works, and everything that fails, on a landing page.
It's common to invest in careful copywriting, professional photos and a clean design, and still see the conversion rate stall. Almost always the reason isn't the quality of the text, but the absence of the decision levers the brain needs to move from "this interests me" to "I'm acting now". Our applied neuromarketing work starts precisely there: it's not about writing better, but about structuring the page around how a user actually decides, not how we'd like them to decide.
This tool groups twelve principles backed by behavioural economics and persuasion research: several of Cialdini's six — social proof, authority, reciprocity, scarcity and consistency, plus the decoy effect applied to comparing options — along with other decision biases especially relevant to conversion pages: urgency, price anchoring, loss aversion, cognitive fluency, the default bias and the goal-gradient effect. None of them works in isolation: a solid landing page usually combines 4 or 5 of them coherently, not all twelve at once or forced in.
The point of this checklist isn't to get a grade, but to point out where the real room for improvement is. That's why the result doesn't stop at the score: it identifies the three worst-used principles and gives a concrete copy or element example for each one, so the next version of the landing page isn't just "prettier" but more persuasive. If the result points to a missing foundation of clear identity behind the message, it's worth starting with our free brand identity audit, which checks whether the problem starts earlier, in what the brand communicates about itself.
Frequently asked questions
They're the mental shortcuts the brain uses to quickly decide whether to trust a page and act on it: social proof, scarcity, price anchoring, loss aversion and others. Robert Cialdini and Daniel Kahneman documented the main ones, and this tool applies them to landing pages.
Social proof, scarcity, urgency, price anchoring, loss aversion, cognitive fluency, authority, reciprocity, the decoy effect, default bias, commitment and consistency, and the goal-gradient effect.
Between 2 and 4 minutes. It's 12 single-choice questions, each with 3 answer levels.
No. All the calculation runs in your browser with JavaScript; no answer is sent to any server and no sign-up or email is required.
The result points to your 3 weakest biases, each with an applied example. If you want to go through it in more detail on your actual landing page, you can book a free 30-minute session.
What now?
Book a free 30-minute session and we'll go through your result, your 3 weakest biases and how to apply them to your real landing page.