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PromotionsPromotions
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Free experiences > free products

Free experiences > free products

People prefer experiences (e.g. a kitchen tour) up to 4x more than physical objects (e.g. a free dessert) as rewards, and spend more before and after an experience reward.

Thomas McKinlay
Thomas McKinlay
B2CB2C
+3+3
Case study: Using social media to drive donations
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Case study: Using social media to drive donations

Ask people to share their support publicly and be specific about what exactly each donation is funding (e.g. meals for 1 family for 1 month)

Thomas McKinlay
Thomas McKinlay
PromotionsPromotions
+2+2
Make small discounts a gamble

Make small discounts a gamble

People were up to 92.6% more likely to choose an uncertain deal (e.g. 10% chance for a free night’s stay) vs. a small guaranteed discount (5% off per night).

Thomas McKinlay
Thomas McKinlay
B2CB2C
+4+4
Turn insults you get into ads

Turn insults you get into ads

Owning and reusing insults against your brand (e.g. a critique of your staff uniforms) can increase ad click-through rates by up to 27%.

Thomas McKinlay
Thomas McKinlay
B2CB2C
+4+4
Case study: Using images vs illustrations in ecommerce
Premium

Case study: Using images vs illustrations in ecommerce

Product photos build trust and reinforce key features, while illustrations focus customers away from practical features and benefits

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+3+3
Speak loudly to close more sales

Speak loudly to close more sales

Speaking with a powerful, loud tone helps increase sales. A loud, energetic tone is best for new customers (up to +8% sales). A loud, calm tone is best for returning customers (up to +5%).

Thomas McKinlay
Thomas McKinlay
B2CB2C
+3+3
The text overlay formula to optimize ads

The text overlay formula to optimize ads

Add text on videos, GIFs, and images in the correct way to increase clicks on social media by up to 127%.

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+5+5
Case study: How to boost marketing opt-ins
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Case study: How to boost marketing opt-ins

Opted-in customers are 26% less likely to churn. Here’s how to encourage them to opt-in for marketing communications.

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+3+3
Don’t over-restrict limited-time offers

Don’t over-restrict limited-time offers

Overly restricting limited time offers (e.g. too short time, strict refund limits) can reduce sales by up to 68%, compared to no offer at all. Try to keep them 1 day long.

Thomas McKinlay
Thomas McKinlay
B2CB2C
+3+3
Say who your product is NOT for

Say who your product is NOT for

People were up to 48% more likely to choose a product when it stated who it was not for (e.g. “Not for risk-taking investors”) vs who it was for (e.g. “For a safe investment”).

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+4+4
Case study: Booking modules vs. inquiry forms
Premium

Case study: Booking modules vs. inquiry forms

“Productized” booking modules on your website are likely to increase conversions and satisfaction compared to open-ended inquiry forms.

Thomas McKinlay
Thomas McKinlay
B2CB2C
+3+3
“Woman-owned” businesses seem more competent

“Woman-owned” businesses seem more competent

Businesses that have a “woman-owned” label (e.g. on Google Maps) are perceived as up to 27% more competent and higher quality.

Thomas McKinlay
Thomas McKinlay
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