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Featured Posts

Customer ExperienceCustomer Experience
+4+4
Bad news? Send AI. Good news? Be human

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

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

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

AI-written reviews are more extreme

AI-written reviews are more extreme

AI makes customers write more and longer reviews, but negative ones are also more extreme.

Thomas McKinlay
Thomas McKinlay
Use AI bots to reply to followers

Use AI bots to reply to followers

Replying to social media comments using AI bots (vs not replying at all) increased future engagement by up to 43%

Thomas McKinlay
Thomas McKinlay
Case study: How to design a referral program
Premium

Case study: How to design a referral program

Effective referral programs are non-monetary, altruistic, and double down on already referred users.

Thomas McKinlay
Thomas McKinlay
Products ‘made by mistake’ sell more

Products ‘made by mistake’ sell more

People are more likely to buy, and willing to pay up to 72% more for products made with mistakes (e.g. an added ingredient, wrong color marking).

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+3+3
When and how to call customers by name

When and how to call customers by name

Addressing customers by name can make them spend up to 17% more and leave them up to 16% more satisfied.

Thomas McKinlay
Thomas McKinlay
AIAI
+3+3
When AI chatbots boost vs hurt sales

When AI chatbots boost vs hurt sales

AI chatbots increase purchase intention when products are hard to evaluate (e.g. choose from many sizes and styles). If products are easy to evaluate, they just get in the way.

Thomas McKinlay
Thomas McKinlay
B2CB2C
+2+2
Why and how managers should join sales meetings

Why and how managers should join sales meetings

Managers joining sales meetings is a strong signal to clients, but they should let their salesperson keep the lead. Sales value was up to 13% higher.

Thomas McKinlay
Thomas McKinlay
AIAI
+3+3
“Made with AI” gets lower engagement

“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
Premium

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

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

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

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
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