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Don’t tell people how much to tip
Suggested gratuity amounts backfire. They don’t increase tips, and in experiments made people feel 8% worse about the company.
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Thomas McKinlay
Price placebos are weaker than we thought
High prices increase expectations, but not how we actually perceive the product’s quality once we try it.
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Thomas McKinlay
How one-click buy buttons boost sales
One-click buying increased spending by 28% and items sold by 36%. Product returns stayed stable.
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Thomas McKinlay
Boost conversions with more white space
Ad clicks were 3x higher when items were placed close together in the center, with plenty of white space around the edges
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Thomas McKinlay
Slow motion = luxury
Slow motion videos make your product or brand feel more luxurious. In experiments it boosted clicks +18%, acceptable price +11%, and sales +22%.
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Thomas McKinlay
April 2023
The shopping cart that boosts sales 33%
People spent 33% more when using wheelbarrow-style ring handle shopping carts (vs traditional horizontal handle carts).
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Thomas McKinlay
The optimal follower size for engagement
Medium size influencers (100K-500K followers) are the most effective in creating engagement, vs larger or smaller influencers.
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Thomas McKinlay
Sustainable products have higher revenue
Products with sustainability claims (e.g. carbon-neutral production, recyclable packaging, organic) have up to 6.4% higher revenues than those without.
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Thomas McKinlay
Products should face the center of your ads
People like ads up to 24% more when the product is positioned facing the center of the ad (vs outward)
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Thomas McKinlay
March 2023
When ‘science-based’ backfires
Science-based messaging doesn’t work well for products bought for fun and pleasure - it can make people 30% less likely to choose your product
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Thomas McKinlay
When $.99 pricing works best
To increase the effectiveness of a .99 pricing strategy by up to 10% (e.g. using $1.99 vs. $2.00), mention the original price on the price tag
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Thomas McKinlay
Suggest product pairings to boost your sales
Recommend pairings of two different products to seem like an expert (e.g. a rug to match a sofa). In experiments, that increased ad clicks by 21%
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Thomas McKinlay
© 2023 Thomas McKinlay
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