Every purchase decision happens in someone's brain. The shortcuts that brain takes, its biases, the patterns it falls into... that's the difference between an e-commerce site that converts and one that just sits there.

I studied cognitive psychology before spending 15+ years in conversion optimization. This talk covers what I've learned about why people buy online. Not dark patterns or manipulation tricks. Just honest psychology: how people actually make decisions, and how to design experiences that help them rather than fight them.

We'll go through cognitive load, decision fatigue, social proof, friction, and trust. Real examples from real sites. Things you can apply tomorrow.

Video: https://www.youtube.com/watch?v=-sZhhIwaurA (43 min, Meet Magento Poland 2013)

Flexible format: 40-minute talk or extended to half-day workshop. Suitable for e-commerce teams, UX designers, conversion specialists, and marketers.