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Featured Posts

Nov 22, 2022

Where you should display your price

Scientific research found that we perceive prices as cheaper when they are below products (vs above), increasing sales.

Thomas McKinlay

Sep 06, 2022

Handwritten thank you notes increase sales

Give a note thanking customers for their purchase. They must be handwritten, but photocopies work just as well as originals. In experiments, they increased future customers spending 2x.

Thomas McKinlay

Jan 14, 2025

Bad news? Send AI. Good news? Be human

We don’t think AI has bad intentions, so we are up to 2.6 times more likely to accept bad news given by them (e.g. accept a higher-than-expected price).

Thomas McKinlay

Which brand elements make you unique

People were over 2x more likely to correctly remember and associate characters and logos (vs colors) to the correct brand.

Thomas McKinlay

Feb 24, 2026

Keep your ads away from toxic content

People view a brand up to 19% more negatively if their online ads are placed next to unsafe or objectionable content (e.g. racist or homophobic content).

Thomas McKinlay

Customer ExperienceCustomer Experience

+3+3

Feb 19, 2026

Premium

Case study: Closing more sales in videocalls

Increase sales during calls when you optimise your background, your body-language, your look, and how you speak.

Thomas McKinlay

Customer ExperienceCustomer Experience

+1+1

Feb 16, 2026

Don’t overestimate your customers' satisfaction

Managers often wrongly estimate customer satisfaction and underestimate the impact of product quality on satisfaction by up to 31.6%.

Thomas McKinlay

B2CB2C

+2+2

Feb 10, 2026

How to use exclamation points in emails

Use exclamation points in your emails if you want to look friendly, but avoid using them to look assertive (e.g. send it by EOD!). People will perceive you up to 13.5% more positively.

Thomas McKinlay

B2CB2C

+1+1

Feb 03, 2026

What makes people like video ads

fMRI brain scans find that people like video ads that include sounds and dialogues, evoke empathy, have a strong emotional start, and a logical end.

Thomas McKinlay

Customer ExperienceCustomer Experience

+3+3

Jan 27, 2026

Ask users to register at the start (not the end)

Prompt people to register at the start of their shopping experience (not at the end, or at checkout). They will be more likely to do so, and later spend up to 13% more.

Thomas McKinlay

B2CB2C

+1+1

Jan 22, 2026

Premium

Case study: Boosting support on Patreon

To increase subscribers, and how much they contribute, highlight what makes you different and make them feel emotionally invested in you.

Thomas McKinlay

Customer ExperienceCustomer Experience

+2+2

Jan 20, 2026

Let people keep their returns

When customers want to return a product, refund it while letting them keep it. They will be up to 2x more likely to buy again.

Thomas McKinlay

SalesSales

+3+3

Jan 13, 2026

Talk with your hands to be more persuasive

Gesture with your hands when presenting to appear more competent, and make people perceive you up to 9% more positively.

Thomas McKinlay

B2BB2B

+1+1

Jan 06, 2026

When to show vs hide prices

For high-end items (e.g. a leather briefcase), avoid showing the price immediately. For inexpensive items (e.g. a tote bag), show the price straight away to increase sales.

Thomas McKinlay

Ads Ads

+3+3

Dec 23, 2025