Words matter, and scary good copy can make your users act (Ticketmaster's edition)
Can you spot all the behavioral tweaks here?
Because this Ticketmaster screen didn’t come to play, it came to sway.
Whoever designed it clearly knows their behavioral science. No doubt.
👇 Scroll to see the breakdown.
Why it works (4 different reasons)
1️⃣ Loss aversion
→ “Your ticket purchase is NOT protected.”
We hate losing more than we like gaining.
By framing your current state as unprotected, the “loss equation” shifts from money vs. nothing to money vs. the chance to lose the tickets and their cost. Suddenly, not paying feels like the bigger risk.
This framing shifts the conversation, giving the insurance option an actual chance.
2️⃣ Social proof
→ “Another customer protected their purchase a minute ago.”
→ “72,663 people protected their tickets in the last 3 days.”
People around you are doing the smart thing. If 72,663 others are protecting their tickets, shouldn’t you?
3️⃣ Authority bias
Users look to your product as experts of the industry who can guarantee them the best possible experience.
Therefore, the bold “HIGHLY RECOMMENDED” banner makes them believe they might miss something by saying “it won’t happen to me.”
The fourth tweak is hiding in plain sight. Can you name it? 👇👇👇
What to steal
When offering an add-on (like insurance, upgrades, or premium features):
Frame the default as risky or lacking.
Show what others are doing to make the option seem like the obvious choice.
Use urgency and visual cues to make the “yes” choice feel undeniable.
Additionally, redirect user focus from the additional cost to the unlocked benefits.
Don’t miss out on more expert approved and highly recommended breakdowns like this.
156,439 product builders already subscribe to get these behavioral insights delivered straight to their inbox.
And if you're not one of them? You’re risking keeping your conversion rate below target.
Subscribe now - before you forget 👇
Oh wait!
Next week I’m co-hosting a webinar with the amazing Anastasia Kudrow!
Unfortunately designing a fabulous pricing page isn’t enough to make users convert. Luckily we have behavioral science.
We’ll walk through real examples, smart behavioral tweaks, and easy ways to make your pricing feel clear, trustworthy, and, dare I say, convert-y.
🗓️ July 3rd, 1pm EST
💻 Free & live
👉 Grab your spot here
Bring your pricing mess, we’ll bring the metaphorical tape :)
See you there!
Yael