R emoving “points of friction” online, improving websites’ conversion rates, and reducing consumer “fatigue”.
These are among the objectives of Anne-Marie Farrell, the Irish behavioural researcher and marketer who leads the Irrational Lab at Google. The lab is responsible for aligning the company’s product and marketing strategy with the principles of behavioural economics.
“In general marketing, you tell people about the product and you educate them,” Farrell told...
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