So I Graduate this week with a Psychology Degree, with a focus on human Interaction and design, so I figured I would share some of my knowledge on the subject to help some people here understand the basics of why things are designed like they are in order to take action. To keep it very simple and just touch on the basic principles, I will talk about one of the basic formulas for enhancing the Probability to Attend (P(A)) So: P(A)= Salience - Effort + (Expectancy x Value) So according to this simple formula, you can see that Salience and Effort are the one's easiest to manipulate and improve. Salience is just the attention aspect. Expectancy is basically what the person expect to find and where they expect to find it. Value obviously then what hey are looking for and how badly they want it. Now Im sure a lot of design principles now make sense. Think about what works with adsense or CPA... Salience: Flashing banners, bright colors,in your face, attention grabbing Effort: Is it hard to find? example: adsense placed above or below the fold? this easier or less effort required to click ads. Expectancy:For example...when they reach your page, are they looking for information,a video, a download, to buy a product? Are you giving them what they expect? Value:How badly do they want it? Why does content locking work, and why does it work better on some offers? Is the incentive rare, hard to find? What value does it hold for the user? If you design your site for adsense, e-commerce,CPA and you keep these basic principles in mind, you will have the maximum conversion and best success rate... These are things we all know to some extend, but rarely implement with a conscious effort.