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Free returns aren’t profitable in the short-term, but they are the cost of doing business if you want customers to buy from you again.
Thomas McKinlay
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Conversions increased 14% and total sales 28% when call-to-action (CTA) buttons directly made people decide about quantity (e.g. “Buy 1” vs “Buy 2” vs…
Thomas McKinlay
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In a series of 70 experiments, 90% of the sales increase was because email coupons worked as effective ads and people bought other products, not because…
Thomas McKinlay
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Ad speed influences which type of message works best. Slow ads work best to communicate benefits and quality. Fast ads are best for features and prices.
Thomas McKinlay
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B2B social media images attract more positive engagement when they use cold, dark colors because they signal competence. Warm colors trigger emotions so…
Thomas McKinlay
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Clever and witty humor increases feelings of brand warmth and competence, and makes people more likely to engage with you. Generic humor doesn’t work.
Thomas McKinlay
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Promotions that offer an extra upgrade (e.g. a bigger size, an additional product) sell more if people need to pay a small amount for the upgrade (e.g…
Thomas McKinlay
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A paid subscription that gives special benefits to members (e.g. Amazon Prime’s free shipping) increased spending at a retailer by more than 3x…
Thomas McKinlay
13
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