HOW TO LEVERAGE IRRATIONALITY FOR EXPERIMENTATION

Summary from the TLDR Marketing newsletter

Understanding human irrationality can help brands run better experiments and ultimately achieve better results from their users. To start, map every decision your prospective customer goes through and the action they must take to get there. Find barriers and psychological friction points they may face along the way that cause them to postpone taking action. Invest in understanding their mindset, expectations, and needs. With this information, you can start running experiments informed by human biases and heuristics and designed to boost users' motivation to take action.