This document discusses conversion optimization and how human perception and cognition affect it. It contains the following key points: 1. Conversion optimization aims to get website visitors to complete a specific action by optimizing the user experience and page design. Factors like attention, perception, and risk perception influence user behavior. 2. Experts and novices approach problems differently - experts see underlying principles while novices focus on surface features. Properly framing and sequencing content is important to direct user attention and manage risk perception. 3. Well-designed pages tell a story to position the user and guide them through the purchase funnel. Value, benefits, and addressing concerns should come before product details to influence the user's decision-