This document discusses three psychological tactics to boost sales: 1. Test pricing and defaults - Testing different prices and default options can increase profits by directing customers towards more lucrative choices without them realizing. 2. Identify cognitive shortcuts - People develop assumptions that can be manipulated, like associating expensive items with quality. Tests should identify where visitors make mistakes to steer them towards purchases. 3. Change perception if problems can't be fixed - Surveying customers reveals objections that may be hard to address. Instead, reframe objections as advantages to improve perceptions. Testing is key to determining the most effective strategies.