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More Cheatsheets

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Aha! Moments (And The Pizza Without Cheese Problem)

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Tactical Ways to Save Users at the Last Minute

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Show, Don’t Tell (And 5 Other Onboarding Rules)

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5 Effective Ways to Use Social Proof

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Writing UX Copy that Feels Effortless to Read

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How Clever Design Can Reduce Anxiety

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Design Checkouts that Convert Better

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Design Checkouts that Convert Better

5 mins Cheatsheet
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  • 1. Encouraging people to take action
  • Balancing benefits and objections

1. Encouraging people to take action

Balancing benefits and objections

When a user is deciding whether or not to purchase an item, they’re likely weighing up multiple (often contrasting) benefits and objections.

  • “This item has fewer reviews, but is cheaper, will it break?”
  • “Will this item arrive before Christmas?”
  • “Is this actually worth $100?”
Balacing
Peter Ramsey, Built for Mars Founder

Written by Peter Ramsey

Consultant to 100+ companies

Published: 05/03/2024
Last edited: 08/07/2026