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B2CB2C
+3+3
Numbers in larger fonts are more persuasive

Numbers in larger fonts are more persuasive

Prices written in larger fonts seem cheaper, and numbers about key product features (e.g. hours of battery life) seem up to 26% more persuasive.

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+4+4
Case study: Automating call centers
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Case study: Automating call centers

How to combine an automated phone tree with human agents to cut costs while delivering a great experience.

Thomas McKinlay
Thomas McKinlay
B2CB2C
+3+3
Advertise next to more expensive brands

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
Customer ExperienceCustomer Experience
+3+3
Complaints: when to use empathy vs explanations

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
Customer ExperienceCustomer Experience
+3+3
Case study: How many emails to send new customers
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Case study: How many emails to send new customers

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
PromotionsPromotions
+3+3
1,001 sells more than 1,000

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
B2CB2C
+3+3
UPPERCASE feels competent, lowercase feels warm

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
B2CB2C
+2+2
Case study: The optimal business card design
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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
PromotionsPromotions
+3+3
When to use vouchers vs free gifts for promotions

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
Customer ExperienceCustomer Experience
+3+3
Anticipation increases actual enjoyment

Anticipation increases actual enjoyment

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

Thomas McKinlay
Thomas McKinlay
B2CB2C
+3+3
Case study: Does ‘liking’ reduce actual buying?
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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
AIAI
+4+4
The less people know about AI, the more they use it

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
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