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Case Study

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B2CB2C
+4+4
Case study: Real people vs mannequins
Sep 03, 2026
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Case study: Real people vs mannequins

Boost purchase intentions of apparel products by up to 70% by showing either mannequins or real models at the right moment.

Thomas McKinlay
Thomas McKinlay
ReferralsReferrals
+3+3
Case study: How to design a referral program
Jul 30, 2026
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Case study: How to design a referral program

Effective referral programs are non-monetary, altruistic, and double down on already referred users.

Thomas McKinlay
Thomas McKinlay
B2CB2C
+2+2
Case study: Making UGC ads more effective
Jun 25, 2026
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Case study: Making UGC ads more effective

Increase conversions by optimizing your narration, visuals, and the creator you pick. Here’s how.

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+2+2
Case study: How to make waiting times feel shorter
May 21, 2026
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Case study: How to make waiting times feel shorter

Strategically plan your waiting space to make the wait feel much shorter, and keep your customers happy.

Thomas McKinlay
Thomas McKinlay
AIAI
+2+2
Special case study: The 2 steps to effective chatbots
Apr 17, 2026
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Special case study: The 2 steps to effective chatbots

How to design an ecommerce AI chatbot your customers will love, using insights from our Wharton Blueprint for Effective AI Chatbots.

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+2+2
Case study: When and how to allow customization
Mar 19, 2026
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Case study: When and how to allow customization

Allowing people to customize their experience (e.g. preferred shampoo scent) boosts satisfaction and reduces cancellations by up to 46%.

Thomas McKinlay
Thomas McKinlay
B2CB2C
+3+3
Case study: Using social media to drive donations
Dec 04, 2025
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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
B2CB2C
+4+4
Case study: Using images vs illustrations in ecommerce
Nov 20, 2025
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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
+5+5
Case study: How to boost marketing opt-ins
Nov 06, 2025
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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
+4+4
Case study: Booking modules vs. inquiry forms
Oct 23, 2025
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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
Case study: The optimal donation page
Oct 09, 2025
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Case study: The optimal donation page

How to design and write a donations page for a non-profit so that people are more likely to care for the cause, and donate.

Thomas McKinlay
Thomas McKinlay
B2CB2C
+2+2
Case study: Optimizing a videogame page on Steam
Sep 25, 2025
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Case study: Optimizing a videogame page on Steam

How to optimize your descriptions, videos and images to maximize conversions for a videogame product page on the 3rd party Steam platform.

Thomas McKinlay
Thomas McKinlay
3-min AI & marketing recommendations from the latest scientific research. Join 30,000+ marketers, for $0.

Science Says

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