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Author: Rishi Rawat

Some companies do it all. We do just one thing.

We obsessively ask this question:

What causes first-time buyers to ultimately pull the trigger?

It’s a deceptively simple question, which is why most smart people don’t think about it as much as they should.

Turns out, many most buy decisions happen at a subconscious level. Scientists call this System 1 ( more context ). But if you survey your recent buyers you’ll hear very specific rational reasons for why they chose you. They’re lying (unintentionally). What’s really happening is that rational, System 2 reasoning is being used to justify a System 1 decision.

Marketers who master System 1 thinking fundamentally change marketing outcomes. Let us show you how we do it.

WHO IS FRICTIONLESS COMMERCE?

System 1 and System 2

System 1 and System 2 is a framework developed by Dr. Daniel Kahneman, a brilliant behavioral economist, to better understand buyer psychology.

System 1 is the intuitive part of the brain. It's what is activated when you first think about anything.

System 2 is where analytical reasoning resides. For 90% of the history of economics it was assumed people were mostly rational (System 2). We now know our underlying assumption was totally wrong. And this is why the 16 conversion tactics we have developed are so effective.

SINCE YOU STAYED . . .

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