Psychological Friction: The Invisible Wall

THE BRUTAL REALITY: HUMANS ARE COGNITIVELY LAZY

Every time a user has to think, you lose money.

The Conflict: You want to give users "choices" and "information."

The Truth: Choices create "Analysis Paralysis." Information creates "Boredom."

The Fix: Reduce Cognitive Load. Your UI should be so simple that a drunk person can navigate it in a dark room.

1. HICK’S LAW

The time it takes to make a decision increases with the number and complexity of choices. If you have 5 "Call to Action" buttons, you have zero. Give them ONE path.

2. THE F-PATTERN DOMINANCE

Users don't read; they scan. Their eyes move in an F-pattern. Put your headline, your primary benefit, and your button on the "F" lines. Everything else is just wallpaper.

SMART WORDS

COGNITIVE LOAD

The "Brain Strain." The total amount of mental effort being used in the working memory.

EYE TRACKING

The "Heatmap." Data that shows exactly where users are looking (and what they are ignoring).

MICRO-CONVERSIONS

The "Breadcrumbs." Small actions (like clicking "Learn More") that lead to the final sale.

TACTICAL DIRECTIVES

1. The Choice Cut: Remove all secondary links from your landing page. No "About Us," no "Social Media." Only the Offer.

2. Visual Hierarchy: Make your CTA button a color that appears nowhere else on the page.

3. The Reading Level: Run your copy through a Hemingway editor. If it's higher than Grade 6, simplify it.