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Jansen
Theory:
People value things more when they feel a sense of ownership. Also know as the endowment effect or divestiture aversion.
Application:
Can you give people something that is theirs only on your website? A page with their own content or personal data? A public page for them to show what they are doing at your website? Create something that is theirs alone and they'll value it more then it's actually worth. On the other hand: keep in mind that if you want people to switch from another system/ product/ competitor, keep in mind that they'll value their current (and thus 'safe') choice more then they actually should, so be extra convincing in telling them you have the better product/ service.
Most of my content is published on LinkedIn, so make sure to follow me there!
Recently I've seen some (often absolute) statements going around, generally in the line of "open source commerce platforms are a terrible idea". Now of course different solutions always have different pros and cons.
A hierarchy of evidence (or levels of evidence) is a heuristic used to rank the relative strength of results obtained from scientific research. I've created a version of this chart/pyramid applied to CRO which you can see below. It contains the options we have as optimizers and tools and methods we often use to gather data.
