People like future-related products and images more if they’re positioned to the right, and past-related ones if they’re on the left. The effect reverses for those who write right-to-left.
Voice tones that sound stressed (-27%) and emotional (-29%) are less likely to persuade. A focused, low-pitched tone is most effective (+30%)
When people receive poor service from an employee wearing a uniform, they blame your company much more harshly - and like competitors more.
A negative first online review creates a chain reaction of fewer sales, fewer reviews, and more negative reviews. The opposite happens if the first review is positive.
Customers who answered a feedback survey (vs who didn’t) spent 131% more over 12 months. Start the survey with an open-ended question asking what they liked the most.
Give people the freedom to choose how much to pay from a limited set of options. Cookie sales at a bakery were 21.6% higher for the same average price.
When you promote the experience around your product, rather than its material features, people feel closer to it and are more likely to review it (8% - 12% in experiments).
“Rooibos soap”. “Harissa fried chicken”. Don’t use words that most people won’t understand to describe your product. It will make it seem worse and more expensive.
Influencers’ tweets that tell stories about others receive 33% more retweets. Facts about oneself (-15%) and angry outbursts (-22%) are shared less
Showing how many times your product has been viewed or bought increases purchase intentions. ‘156 views’ had a +30% effect and ‘390 bought’ gave a +53.5% boost to a digital camera.
Use ‘I’ (“I’m happy to help”) instead of ‘We’ when interacting with customers to increase satisfaction and sales (19% and 7% in the study). Using 'You' in interactions has no benefit.
Both women (-41.8%) and men (-19.5%) are less willing to buy from companies that have a high gender pay gap. The effect holds for actual spending behavior.
