What it is: The strong preference to avoid loss over gaining something new.

Why it matters: Studies have suggested that people are affected nearly twice as much by a loss than an acquisition of the same value.

How to use it: Instead of proving the benefit of your product or service on your website, you could illustrate how much harder life could be without it. By A/B testing this change, you can measure the effect of leveraging your visitors' loss aversion—and potentially increase conversions.