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Featured Posts

Customer ExperienceCustomer Experience

+4+4

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

Thomas McKinlay

B2CB2C

+5+5

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

Thomas McKinlay

Customer ExperienceCustomer Experience

+3+3

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

Thomas McKinlay

Archive

AIAI

+3+3

“Made with AI” gets lower engagement

People feel less connected to creators who use AI, and engage less with their content.

Thomas McKinlay

Thomas McKinlay

B2CB2C

+2+2

Case study: Making UGC ads more effective

Increase conversions by optimizing your narration, visuals, and the creator you pick. Here’s how.

Thomas McKinlay

Thomas McKinlay

PromotionsPromotions

+3+3

Gamify your product promotions

People are up to 16% more likely to buy a product when the promotion is gamified.

Thomas McKinlay

Thomas McKinlay

Ads Ads

+3+3

People prefer products with fewer ingredients

Framing your product as containing “Just a few” (vs “Many”) ingredients can make people up to 22% more likely to choose it.

Thomas McKinlay

Thomas McKinlay

AIAI

+2+2

When AI-written messages backfire

Emotional messages written by AI hurt word-of-mouth by up to 24% and make people see the company as dishonest.

Thomas McKinlay

Thomas McKinlay

B2CB2C

+2+2

Make your packaging transparent

People were up to 4x more likely to choose a food product that had transparent vs covered packaging.

Thomas McKinlay

Thomas McKinlay

Customer ExperienceCustomer Experience

+3+3

Humor makes it easier to forgive AI mistakes

People are up to 47.8% more forgiving of AI’s mistakes when the AI uses self-deprecating humor (e.g. “My non-brain just froze”) vs no humor.

Thomas McKinlay

Thomas McKinlay

Customer ExperienceCustomer Experience

+2+2

Case study: How to make waiting times feel shorter

Strategically plan your waiting space to make the wait feel much shorter, and keep your customers happy.

Thomas McKinlay

Thomas McKinlay

ReviewsReviews

+2+2

Don't ask for reviews on weekends

Reviews left on weekends or public holidays are up to 4.7% lower than those left on weekdays.

Thomas McKinlay

Thomas McKinlay

Customer ExperienceCustomer Experience

+4+4

Be more expressive to close more sales

People are up to 36% more willing to buy from more expressive salespeople (e.g. with an energetic tone of voice, using arm gestures).

Thomas McKinlay

Thomas McKinlay

B2CB2C

+3+3

Suggest practical items to reduce cart abandonment

People were up to 21% less likely to abandon ecommerce carts when they were recommended to add practical items to it.

Thomas McKinlay

Thomas McKinlay

Expert view: The 2 ways AI is disrupting marketing

A special issue by Prof. Stefano Puntoni, where we zoom out for a big picture view on how you should rethink your marketing in the age of AI.

Thomas McKinlay

Stefano Puntoni

Thomas McKinlay, +1

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