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Quick Summary

Take Action: Switch from thinking like a marketer to thinking like your audience.

There are two fundamentally different modes of thinking:

System 1: Intuitive (something that happens to you easily)
System 2: Analytical (something that requires effort on your part)

The difference between System 1 and System 2 thinking isn’t a reflection on how intelligent we are — it’s just that System 1 is much faster. System 2 is lazy.

The Law of Least Effort: If human beings are presented with an easy option and a hard option to get from point A to point B, we’ll likely choose the easiest route.

Attention Ratio: How many things can you do vs. How many things you should do? Responsive design does not guarantee good user experience. If there are too many options, the user will be confused.

The goal is to create a conversion experience that facilitates cognitive ease, and limits use of System 2. You can learn where the system is broken by doing a “funnel walk through” and ask yourself, “Where in my funnel flow does it hurt?”

Also try performing 5-second tests to tap into System 1 — what is their intuitive reaction to your landing page?

Cognitive biases

Bias #1 — Priming: You can prime someone by first exposing them to the idea you want them to understand. It doesn’t take much to effectively influence this process.

Bias #2 — Framing: The way you frame something has a direct impact on how it’s perceived. It takes very little to frame something in such a way that people believe something that isn’t true.

The way you deliver a message has a direct impact on how it’s perceived. Interview your customers to understand what’s most important to them.

Delightful experiences only occur when the marketers (mostly system 2) cross over into thinking like the audience (system 1).