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Featured Posts

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

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

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

Advertise next to more expensive brands

Mid-tier brands were able to raise their prices by 12.3% when they advertised next to premium brands.

Thomas McKinlay

Thomas McKinlay

Complaints: when to use empathy vs explanations

Respond with empathy to complaints that have a sad or disappointed tone. Give explanations to angry complaints. Public complaints will reach fewer people.

Thomas McKinlay

Thomas McKinlay

Case study: Optimal email marketing frequency

Sending too many emails will hurt sales from your customers who are most ready to buy, but there is a sweet spot.

Thomas McKinlay

Thomas McKinlay

1,001 sells more than 1,000

People were willing to pay up to 3x more for a watch when the available product quantity was set to 1,001 pieces vs 1,000.

Thomas McKinlay

Thomas McKinlay

UPPERCASE feels competent, lowercase feels warm

Brands with UPPERCASE names seem up to 52% more competent, while those with lowercase letters seem up to 69% more friendly.

Thomas McKinlay

Thomas McKinlay

Case study: The optimal business card design

A simple, sober business card that humanizes your service is most effective and memorable

Thomas McKinlay

Thomas McKinlay

When to use vouchers vs free gifts for promotions

In promotions, giving a voucher for a free gift (vs giving the free gift directly) increased sales up to 52% when the gift was low-value.

Thomas McKinlay

Thomas McKinlay

Anticipation increases actual enjoyment

Imagining an experience before it happens makes people enjoy the actual experience up to 21% more.

Thomas McKinlay

Thomas McKinlay

Case study: Does ‘liking’ reduce actual buying?

Engaging with a brand on social media can hurt immediate purchases but lead to more long-term conversions

Thomas McKinlay

Thomas McKinlay

The less people know about AI, the more they use it

People with a limited understanding of how AI works are up to 31% more likely to use it because they see it as magical.

Thomas McKinlay

Thomas McKinlay

Use stars ★ not numbers for ratings

Showing product ratings in stars ★★★★☆ (vs numbers like 4/5). Ratings seem higher, and people were up to 64% more likely to choose a product.

Thomas McKinlay

Thomas McKinlay

Case study: Optimizing Ecommerce product grids

Building uniform grids for your product catalogue can optimize viewability - and sales

Thomas McKinlay

Thomas McKinlay

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