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How to maximize your influencer campaigns
Choose influencers that post original content with average frequency. Brief them to not be overly positive in their posts, clearly mention your product…
Thomas McKinlay
Aug 9
9
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Don’t use money for referral rewards
Money rewards hurt the social motivation of recommending a product, unless they’re for a strong brand. Non money rewards (e.g. a small gift) give better…
Thomas McKinlay
Aug 2
8
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When to use horizontal vs vertical product layouts
Horizontal product displays on websites make people choose higher quality, more expensive products. Vertical displays encourage choice of cheaper…
Thomas McKinlay
Jul 26
12
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When to use horizontal vs vertical product layouts
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Why you should differentiate your startup
Highly differentiated startups raise 117% more early-stage funding and are more likely to succeed in the long-term, although they take more time to take…
Thomas McKinlay
Jul 19
17
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Why you should differentiate your startup
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The effect of [first name] in email subject lines
Including the receiver’s name in an email subject line increases their attention. Open rates increased 6-23%, clicks by 7-32% and unsubscribes fell…
Thomas McKinlay
Jul 12
16
2
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Copy the ads of larger competitors
Small brands should use ad creatives that are similar to those of larger competitors and consistently repeat them. Large brands should change up their…
Thomas McKinlay
Jul 5
16
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Copy the ads of larger competitors
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Why you should offer free returns
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
Jun 28
17
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Ask “How many?” not “Want one”?
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
Jun 21
7
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Ask “How many?” not “Want one”?
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How email coupons drive sales
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
Jun 14
8
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How email coupons drive sales
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When to use slow vs fast ads
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
Jun 7
11
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When to use slow vs fast ads
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Use cold colors in B2B, warm colors in B2C
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
May 31
8
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Use cold colors in B2B, warm colors in B2C
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Clever humor boosts your brand
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
May 24
18
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Clever humor boosts your brand
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