when evaluating a new dapp:

what gets you to say “ok i’ll connect my wallet”?

what makes you nervous or afraid to connect your wallet?

Design is the obvious answer.
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The source of the recommendation is central to the decision, whether someone 'smarter' than me installed first.

https://gallery.so/DDD4
/ Deep Digital Disruption /
/ Midas Flipping /
/ On & Off Line /
Design ~ Art ///
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Interesting answer. Well-designed landing page actually increases trust and likelihood of connecting?

Design can build trust but before:
The referral itself, I base it on the context. I can assume that Dan, for example, will not forward a harmful link.
Another element is time, if I waited for a link and a desire to experiment and belong...

@pixel 
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The design is to give expression on the landing page, to existing active users. And if there is a possibility that they will be linked to those I know, that would be wonderful.
Social validation...

Or if it's your link and you're a well-known person in a particular community, that also has certain trust built-in, which means more likely to connect wallet.