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Featured Posts

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
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
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

Archive

The optimal email marketing frequency

The optimal email marketing frequency

7 monthly emails is the ideal average frequency. Sending 4 instead of 7 reduced customer lifetime value by 32%. For best results, vary the number of emails based on purchase frequency.

Thomas McKinlay
Thomas McKinlay
Case study: The optimal donation page
Premium

Case study: The optimal donation page

How to design and write a donations page for a non-profit so that people are more likely to care for the cause, and donate.

Thomas McKinlay
Thomas McKinlay
Make your discounts a bit harder to get

Make your discounts a bit harder to get

Requiring a small task to access a discount increases sales (e.g. type a code, solve a CAPTCHA). In experiments, redemption rates were up to 59% higher.

Thomas McKinlay
Thomas McKinlay
Keep video ads under 10 seconds

Keep video ads under 10 seconds

Extremely short video ads (≤10 seconds) drive up to 40% more traffic and better engagement than 15-30 second ads, for a lower cost.

Thomas McKinlay
Thomas McKinlay
Case study: Optimizing a videogame page on Steam
Premium

Case study: Optimizing a videogame page on Steam

How to optimize your descriptions, videos and images to maximize conversions for a videogame product page on the 3rd party Steam platform.

Thomas McKinlay
Thomas McKinlay
Special: How we would grow Tickup

Special: How we would grow Tickup

How we’d use science-based strategies to grow this startup. A special case study co-written with Andrea Bosoni from Zero to Marketing. From positioning to Reddit marketing to optimizing chatbots and reviews.

Thomas McKinlay
Andrea Bosoni
Thomas McKinlay, +1
Rounded prices get more offers from buyers

Rounded prices get more offers from buyers

People are less likely to make offers to buy, or respond to offers received, when they use precise digits (e.g. $1,525) compared to rounded amounts ($1,500).

Thomas McKinlay
Thomas McKinlay
Your logo should show what you do

Your logo should show what you do

People are more likely to buy from you if your logo visually suggests what your brand is about (e.g. a donut shape for a donut shop).

Thomas McKinlay
Thomas McKinlay
Case study: Naming your brand after yourself
Premium

Case study: Naming your brand after yourself

Using someone’s name in a company’s name can help differentiate the company and increase word-of-mouth, but it comes with pitfalls.

Thomas McKinlay
Thomas McKinlay
How content labels increase clicks

How content labels increase clicks

“Most read” labels increase clicks on informative content (e.g. how to guides) while “most shared” increases clicks on entertaining content (e.g. memes).

Thomas McKinlay
Thomas McKinlay
Launch absurd mini-products to make your brand cool

Launch absurd mini-products to make your brand cool

Make your brand stand out by rolling out spin-off products in unrelated categories (e.g. KFC nail polish, cybersecurity-themed toys).

Thomas McKinlay
Thomas McKinlay
Discount coupons: when to give % off vs $ amount off

Discount coupons: when to give % off vs $ amount off

Use % off (e.g. 20% off) when your promotion is store-wide. Use $ off (e.g. $15 off) when your promotion is specific to one product. Sales were up to 42% higher.

Thomas McKinlay
Thomas McKinlay
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