Instead of a simple 'Yes/No' choice, present users with two buttons that represent identities. The 'Yes' option affirms a positive identity (e.g., ambitious, smart), while the 'No' option suggests a negative one (e.g., likes wasting money, fears growth). This psychological framing pushes users towards the desired action.
According to World Data Research, implementing 'false choice pairing' on landing pages provides a significant conversion lift across various goals. The tactic is most effective for newsletter signups, boosting them by 28%. It also increases business offer conversions by 24% and webinar registrations by 17%.
The success of 'false choice' buttons stems from a cognitive bias called the 'framing effect,' which leverages loss aversion. People react more strongly to potential losses and negative self-perceptions than to potential gains. The brain is hardwired to avoid feeling stupid, making the negatively framed 'no' option a powerful deterrent.