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AIAI
+3+3
‘AI-designed’ hurts sales

‘AI-designed’ hurts sales

People are up to 29% less willing to buy products designed by AI (e.g. a chair, a snack flavor), compared to those designed by humans.

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+3+3
When people are most likely to switch brands

When people are most likely to switch brands

People are most likely to switch brands when they’ve tried a few products, but are not yet category experts. 54% of those who leave never return.

Thomas McKinlay
Thomas McKinlay
B2CB2C
+2+2
Which brand elements make you unique

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
Thomas McKinlay
B2CB2C
+4+4
Keep your ads away from toxic content

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
Thomas McKinlay
Customer ExperienceCustomer Experience
+3+3
Case study: Closing more sales in videocalls
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
Thomas McKinlay
Customer ExperienceCustomer Experience
+2+2
Don’t overestimate your customers' satisfaction

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
Thomas McKinlay
B2CB2C
+3+3
How to use exclamation points in emails

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
Thomas McKinlay
B2CB2C
+2+2
What makes people like video ads

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
Thomas McKinlay
Customer ExperienceCustomer Experience
+4+4
Ask users to register at the start (not the end)

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
Thomas McKinlay
B2CB2C
+1+1
Case study: Boosting support on Patreon
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
Thomas McKinlay
Customer ExperienceCustomer Experience
+3+3
Let people keep their returns

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
Thomas McKinlay
SalesSales
+4+4
Talk with your hands to be more persuasive

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
Thomas McKinlay
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