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Remember that time you filled out 27 mandatory form fields (including fax) to get a free quote? Or when you had to fill out all these 27 fields again because you didn't check “Terms & Conditions”? What about the time the “Special Offer!” overlay hijacked your screen on your phone so you couldn’t buy anything? Yep, stuff like this can turn the most mild-mannered people into wall-punching maniacs. But why are these experiences so frustrating? What actually happens in our brains? In this session, we’ll examine the psychology behind terrible conversion experiences and identify specific tactics for avoiding them.