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250+ insights from the latest science in marketing
Handpicked by impact, explained by experts. From top universities like:
Pressure to tip stops people from returning
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Pressure to tip stops people from returning
Research from
BI Norwegian Business School, University of Richmond
Humanize your AI to reduce fraud
📈
Humanize your AI to reduce fraud
Research from
university of Technology Sydney, Sungkyunkwan University, University of California - San Diego, Concordia University, University of Illinois Chicago
How to get people to like your chatbot
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How to get people to like your chatbot
Research from
University of Alberta, Erasmus University, University of St. Gallen, Open University of the Netherlands.
Bad news? Send AI. Good news? Be human
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Bad news? Send AI. Good news? Be human
Research from
University of Kentucky, University of Technology Sydney, University of Illinois
Case Study: Pricing a betting advice subscription
🔍
Case Study: Pricing a betting advice subscription
Research from
Rounded CTA buttons drive more clicks
📈
Rounded CTA buttons drive more clicks
Research from
University of South Florida, University of Tennessee & Neighborly
$0 is better than ‘free’
📈
$0 is better than ‘free’
Research from
Korea University & Pukyong National University
People love products with rituals
📈
People love products with rituals
Research from
University of Minnesota & Harvard Business School
Altruistic referrals are 86% more effective
📈
Altruistic referrals are 86% more effective
Research from
Temple University & 3 others
Group tasks to encourage completion of the entire set
📈
Group tasks to encourage completion of the entire set
Research from
IESE Business School & Harvard Business School
Use “Handwritten” fonts to increase sales
📈
Use “Handwritten” fonts to increase sales
Research from
University of Innsbruck & Babson College
Smile less to appear confident and boost sales
📈
Smile less to appear confident and boost sales
Research from
University of Central Florida & 3 others
Say “I” not “We” when speaking to customers
📈
Say “I” not “We” when speaking to customers
Research from
Wilfrid Laurier University, Simon Fraser University & 1 other
How the first review decides the fate of your product
📈
How the first review decides the fate of your product
Research from
University of South Carolina & University of Florida
What makes a voice persuasive
📈
What makes a voice persuasive
Research from
Western University & 4 others
Uppercase brand names feel more premium
📈
Uppercase brand names feel more premium
Research from
Zhejiang University
Prices in red attract men
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Prices in red attract men
Research from
Oxford University & 3 others
The feminine brand name advantage
📈
The feminine brand name advantage
Research from
University of Calgary & 3 others
A simple rule to use $10 vs 10% off
📈
A simple rule to use $10 vs 10% off
Research from
EGADE Business School & Babson College
The rule of three in persuasion
📈
The rule of three in persuasion
Research from
UCLA Anderson School of Management & Georgetown University
Short, easy names are more trustworthy
📈
Short, easy names are more trustworthy
Research from
University of Cologne, University of Southern California & 1 other
The “Sold-out” effect
📈
The “Sold-out” effect
Research from
Tsinghua University & 2 others
Say “Thank you” not “Sorry”
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Say “Thank you” not “Sorry”
Research from
New Mexico State University & 3 others
When a $20 price is better than $19.99
📈
When a $20 price is better than $19.99
Research from
Temple University & Nanyang Technological University
When to use slow vs fast ads
📈
When to use slow vs fast ads
Research from
Bryant University & Kookmin University
Handwritten thank you notes increase sales
📈
Handwritten thank you notes increase sales
Research from
University of Maryland
The optimal free trial length
📈
The optimal free trial length
Research from
University of Washington & Bright Machines
Complementary coffee increases spending
📈
Complementary coffee increases spending
Research from
University of South Florida & 6 others
Where you should display your price
📈
Where you should display your price
Research from
University of Louisville, Clark University & 1 other
Should your influencers be human - or virtual?
📈
Should your influencers be human - or virtual?
Research from
Saarland University
Sustainable products bring higher revenue
📈
Sustainable products bring higher revenue
Research from
Shippensburg University & 1 other
Don’t misspell your brand name
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Don’t misspell your brand name
Research from
University of Notre Dame & Ohio State University
When to use horizontal vs vertical product layouts
📈
When to use horizontal vs vertical product layouts
Research from
Xavier University
When people in ads should look at the viewer - or away
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When people in ads should look at the viewer - or away
Research from
University of Houston
Text Link
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Ask for something in return for your free offer
Research from
New York University
Text Link
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Red is exciting, blue is competent
Research from
Northern Illinois University, University of Massachusetts Amherst
Text Link
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Write discounted prices on the right
Research from
Wayne State University, Indiana State University, University of South Carolina, University of Miami
Text Link
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Why freemium works
Research from
University of Passau, Arizona State University
Text Link
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When native ads backfire
Research from
University of New Hampshire, University of Alabama, San Diego State University, Northeastern University
Text Link
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Say “costs $x more” for premium options
Research from
Nanyang Technological University, University of British Columbia
Text Link
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Don’t give free shipping, offer coupons instead
Research from
Copenhagen Business School, University of Tuebingen, Dartmouth College
Text Link
📈
Influencers sell more than celebrities
Research from
Tilburg University
Text Link
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Show products by benefits, not features
Research from
Durham University, University of Neuchâtel, University of Lausanne
Text Link
📈
Show what your product smells like
Research from
Carnegie Mellon University Qatar and City University of London
Text Link
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Admit mistakes to sound more persuasive
Research from
Yale University, University of Toronto
Text Link
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Cross-sell when refunding products
Research from
University of Toronto, Boston University
Text Link
📈
Discounts work better for “guilty pleasures”
Research from
Columbia University, Tsinghua University
Text Link
📈
Use smile-like lines in your designs
Research from
University of Oxford, Giessen University, University of Rochester, Universidad de La Sabana
Text Link
📈
When to use rounded fonts
Research from
Zhejiang University
Text Link
📈
Encourage comparisons in your reviews
Research from
Tianjin University, Virginia Tech, and Nankai University
Text Link
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Explain your AI recommendations
Research from
Chongqing Normal University & Shanghai University of Finance and Economics
Text Link
📈
Rounded CTA buttons drive more clicks
Research from
University of South Florida, University of Tennessee & Neighborly
Text Link
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When referrals backfire
Research from
Oregon State University, Western University & Ivey Business School. Western University
Text Link
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When ‘AI-powered’ makes products better, or not
Research from
WU, University of Lucerne, University of St. Gallen, and Columbia University
Text Link
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When influencer overexcitement backfires
Research from
LUISS Guido Carli University
Text Link
📈
Expert vs fellow customer reviews
Research from
Monash University & University of International Business and Economics
Text Link
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When to use the price divisibility effect
Research from
Michigan State University, Baylor University & Virginia Tech
Text Link
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Product Q&A sections improve ratings
Research from
Boston University
Text Link
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How incentives boost reviews
Research from
Cornell University & University of Pennsylvania
Text Link
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University-created products are more appealing
Research from
WU Vienna University of Economics and Business, University of Bonn & Friedrich-Alexander-Universität Erlangen-Nürnberg
Text Link
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How to use emojis effectively
Research from
Monash University
Text Link
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‘Top Rated’ sells better than ‘Best Seller’
Research from
University of Louisville College of Business, University of Illinois Urbana-Champaign & 1 other
Text Link
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Apologies work better than compensation
Research from
Tsinghua University & Monash University
Text Link
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Frame your product as the ‘gift’ in a bundle
Research from
Tsinghua University & 2 others
Text Link
📈
When ad frequency goes from effective to annoying
Research from
Emory University, New York University & 1 other
Text Link
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No, women don’t prefer pretty products
Research from
The Chinese University of Hong Kong & 2 others
Text Link
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When to use direct mail vs email marketing
Research from
IESE Business School & 3 others
Text Link
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No, .99 prices don’t hurt quality perceptions
Research from
Leuphana University of Lüneburg & Saarland University
Text Link
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Take-back programs boost profits
Research from
Boston University
Text Link
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Mobile buyers want unique (vs popular) products
Research from
City University of Hong Kong & University of Florida
Text Link
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Use non-rounded discounts
Research from
University of Memphis & 3 others
Text Link
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Using specific language increases customer spending
Research from
York University & The Wharton School
Text Link
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Show your service employees on your website
Research from
KEDGE Business School & 2 others
Text Link
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Pre-fill referral messages to make them more effective
Research from
University of Southern California & 2 others
Text Link
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How to design your digital paywall
Research from
MIT Sloan School of Management
Text Link
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What makes people share Facebook video ads
Research from
Tohoku University & University of Melbourne
Text Link
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Make your experiences memorable, not just seamless
Research from
Qualtrics, Fordham University & 1 other
Text Link
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$0 is better than ‘free’
Research from
Korea University & Pukyong National University
Text Link
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How to reduce churn with loyalty rewards
Research from
University of Oregon & 3 others
Text Link
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Hold on to your crisis-hit customers, it pays off
Research from
Texas Christian University & 2 others
Text Link
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People love products with rituals
Research from
University of Minnesota & Harvard Business School
Text Link
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Political activism benefits small brands, hurts large brands
Research from
California Polytechnic State University & Georgetown University
Text Link
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When $21,400 is better than $20,000
Research from
Leuphana University, INSEAD & 2 others
Text Link
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Assertive words increase engagement
Research from
Adolfo Ibáñez University & 2 others
Text Link
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Altruistic referrals are 86% more effective
Research from
Temple University & 3 others
Text Link
📈
Group tasks to encourage completion of the entire set
Research from
IESE Business School & Harvard Business School
Text Link
📈
How emojis increase social media engagement
Research from
Carleton University & 2 others
Text Link
📈
Use “Handwritten” fonts to increase sales
Research from
University of Innsbruck & Babson College
Text Link
📈
‘Default option’ nudges: be careful how you use them
Research from
Erasmus University & University of Alberta
Text Link
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Use ‘was 25% higher’ instead of ‘now 20% lower’
Research from
University of South Carolina, Babson College & 4 others
Text Link
📈
Coupons: when to give ‘10% off’ vs ‘$10 off’
Research from
Deakin Business School & Monah Business School
Text Link
📈
Smile less to appear confident and boost sales
Research from
University of Central Florida & 3 others
Text Link
📈
People want to hear what your product sounds like
Research from
University of Alabama & Pennsylvania State University
Text Link
📈
Launch a polished mobile app, not an MVP
Research from
Erasmus University & Koc University
Text Link
📈
Complementary products boost your main product
Research from
Södertörn University &University of Northern Colorado
Text Link
📈
25 ‘pieces’ of chocolate is better than 500 ‘grams’
Research from
Erasmus University
Text Link
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Don’t showcase all your good features, it backfires
Research from
Virginia Tech, University of Southern California & 1 other
Text Link
📈
Eco-friendly products boost customer satisfaction
Research from
HEC Montreal & Concordia University
Text Link
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‘Friend’ influencers drive more sales than ‘opinion-leaders’
Research from
Wilfrid Laurier University & McMaster University
Text Link
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Some negative reviews can be good for you
Research from
Israel Institute of Technology & The Open University of Israel
Text Link
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If customers feel distant from your brand, use abstract language
Research from
Western University & 2 others
Text Link
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Make your loyalty rewards a gamble, not a certainty
Research from
Chinese University of Hong Kong, University of Chicago & 1 other
Text Link
📈
365 days or 1 year? Smaller units are more credible
Research from
University of Michigan
Text Link
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Profits are higher when your sales team sides with customers
Research from
Oklahoma State University & 3 others
Text Link
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Add a scent to your product
Research from
University of Michigan, Rutgers Business School & 1 other
Text Link
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The effect of “Vote with your tip: Cats or Dogs?”
Research from
University of Missouri-Kansas City, The Wharton School & 1 other
Text Link
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People avoid buying from firms with high gender pay gaps
Research from
HEC Lausanne, Harvard Business School & 2 others
Text Link
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Say “I” not “We” when speaking to customers
Research from
Wilfrid Laurier University, Simon Fraser University & 1 other
Text Link
📈
Show your product’s ‘viewed’ or ‘purchased’ numbers
Research from
Indian Institute of Management - Bangalore & 2 others
Text Link
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Stories about others get retweeted more
Research from
RMIT University & 3 others
Text Link
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Avoid complicated words in your product description
Research from
Saint Joseph's University & University of Pittsburg
Text Link
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Frame your product as an experience to boost reviews
Research from
IESE Business School & University of Miami
Text Link
📈
Use ‘Pick-your-price’ to boost sales
Research from
California Polytechnic State University & University of Oregon
Text Link
📈
How feedback surveys can boost spending by 131%
Research from
Utah State University, Boston College & 3 others
Text Link
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How the first review decides the fate of your product
Research from
University of South Carolina & University of Florida
Text Link
📈
The downside of company uniforms
Research from
Tilburg University, University of Southern California & 2 others
Text Link
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What makes a voice persuasive
Research from
Western University & 4 others
Text Link
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Emotionally volatile content is more engaging
Research from
The Wharton School
Text Link
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How to stop new customers from pushing away existing ones
Research from
University of Maryland & University of Minnesota
Text Link
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Use vertical video ads for mobile
Research from
Ghent University
Text Link
📈
Which ads work best in emerging vs developed markets
Research from
IESEG University, Columbia Business School & 1 other
Text Link
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How to efficiently find a product that sells
Research from
UCL School of Management & Boston College
Text Link
📈
A new, better way to decide your pricing
Research from
University of Lucerne, the Wharton School & 2 others
Text Link
📈
Increase customer LTV with “Buy 10 get 1 free”
Research from
Rice University, the Wharton School & 1 other
Text Link
📈
High-quality audio makes you sound smarter
Research from
University of Southern California & Australian National University
Text Link
📈
Differentiate your small business offering
Research from
University of Texas at Austin, London School of Economics & 2 others
Text Link
📈
What makes YouTube videos successful?
Research from
Pontifícia Universidade Católica do Paraná & École des sciences de la gestion de l'UQAM
Text Link
📈
Show your costs to boost sales
Research from
University of San Francisco & Harvard Business School
Text Link
📈
Uppercase brand names feel more premium
Research from
Zhejiang University
Text Link
📈
Brands improve people’s performance
Research from
University of Delaware & University of Minnesota
Text Link
📈
How to be an unbiased marketer
Research from
WHU Otto Beisheim School of Management, Imperial College London & 1 other
Text Link
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Make customer experiences feel personal
Research from
Cornell University & 3 others
Text Link
📈
Scarcity tactics can anger customers
Research from
University of Leeds & University of East Anglia
Text Link
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When to use video to promote your product
Research from
Babson College & University of Miami
