Anchoring describes the common human tendancy to rely heavily on the first piece of information offered when making decisions.  This information is then used as a reference point to make subsequent judgements. You can utilise anchoring to great effect in e-commerce. For example, if you sell laptops on your website, put the most expensive one at the top of the list, the next one down will instantly look more affordable.

Clicking on a broken link can be a pain, but a witty and well-designed error page can actually boost your marketing credibility. When done really well, they can end up being shared on Twitter and blogs as an example of a great site, attention to service and detail.