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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
9
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
8
Horizontal product displays on websites make people choose higher quality, more expensive products. Vertical displays encourage choice of cheaper…
Thomas McKinlay
12
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
17
2
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
16
2
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
16
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
17
2
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
7
4
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
8
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
11
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
8
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
18
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