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250+ insights from the latest science in marketing
Practical summaries of research from top universities like:
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
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Case Study: Pricing a betting advice subscription
Research from
Rounded CTA buttons drive more clicks
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Rounded CTA buttons drive more clicks
Research from
University of South Florida, University of Tennessee & Neighborly
$0 is better than ‘free’
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$0 is better than ‘free’
Research from
Korea University & Pukyong National University
People love products with rituals
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People love products with rituals
Research from
University of Minnesota & Harvard Business School
Altruistic referrals are 86% more effective
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Altruistic referrals are 86% more effective
Research from
Temple University & 3 others
Group tasks to encourage completion of the entire set
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Group tasks to encourage completion of the entire set
Research from
IESE Business School & Harvard Business School
Use “Handwritten” fonts to increase sales
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Use “Handwritten” fonts to increase sales
Research from
University of Innsbruck & Babson College
Smile less to appear confident and boost sales
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Smile less to appear confident and boost sales
Research from
University of Central Florida & 3 others
Say “I” not “We” when speaking to customers
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Say “I” not “We” when speaking to customers
Research from
Wilfrid Laurier University, Simon Fraser University & 1 other
What makes a voice persuasive
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What makes a voice persuasive
Research from
Western University & 4 others
Uppercase brand names feel more premium
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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
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The feminine brand name advantage
Research from
University of Calgary & 3 others
A simple rule to use $10 vs 10% off
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A simple rule to use $10 vs 10% off
Research from
EGADE Business School & Babson College
The rule of three in persuasion
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The rule of three in persuasion
Research from
UCLA Anderson School of Management & Georgetown University
Short, easy names are more trustworthy
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Short, easy names are more trustworthy
Research from
University of Cologne, University of Southern California & 1 other
The “Sold-out” effect
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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
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When a $20 price is better than $19.99
Research from
Temple University & Nanyang Technological University
When to use slow vs fast ads
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When to use slow vs fast ads
Research from
Bryant University & Kookmin University
Handwritten thank you notes increase sales
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Handwritten thank you notes increase sales
Research from
University of Maryland
The optimal free trial length
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The optimal free trial length
Research from
University of Washington & Bright Machines
Complementary coffee increases spending
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Complementary coffee increases spending
Research from
University of South Florida & 6 others
Where you should display your price
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Where you should display your price
Research from
University of Louisville, Clark University & 1 other
Should your influencers be human - or virtual?
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Should your influencers be human - or virtual?
Research from
Saarland University
Sustainable products bring higher revenue
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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
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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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Apologizing boosts sales
Research from
Ghent University, IESEG School of Management
Text Link
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Case study: Expanding a product line offering
Research from
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Ads for busy vs relaxed people
Research from
Nankai University
Text Link
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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
Text Link
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Smiling photos increase bookings
Research from
Harvard Business School, Columbia University, Carnegie Mellon University, Yale University, East China Normal University
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When to make your product look complex
Research from
University of Kansas, University of Pittsburgh
Text Link
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Expand rankings to look better
Research from
New York University - Shanghai, Shanghai Jiao Tong University, Virginia Tech
Text Link
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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.
Text Link
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Where being creative truly matters
Research from
Monash University, Bocconi University
Text Link
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When to diagonally tilt your text
Research from
Foster School of Business, University of Washington
Text Link
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Referrals are contagious
Research from
University of California - Berkeley, Wharton - University of Pennsylvania
Text Link
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It’s ok if I use AI, but not if you do
Research from
Erasmus University
Text Link
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AI produces better SEO content
Research from
Vienna University of Economics and Business, Emory University and Modul University
Text Link
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Bad news? Send AI. Good news? Be human
Research from
University of Kentucky, University of Technology Sydney, University of Illinois
Text Link
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How to get better customer insights using AI
Research from
University of Wisconsin-Madison
Text Link
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When to use emotional vs informational ads
Research from
University of Granada
Text Link
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When faster deliveries backfire
Research from
Julius-Maximilian University of Würzburg, Goethe University Frankfurt
Text Link
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The minority underdog effect
Research from
University of Washington-Seattle, University of Louisville
Text Link
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Gimmicky product displays boost sales
Research from
Monash University, Queensland University of Technology, Capital University of Economics and Business, University of Technology Sydney
Text Link
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Case study: How to write social proof numbers
Research from
Text Link
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The Science-Based Playbook of AI Best Practices
Research from
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The Science Based Playbook of Ad Creatives
Research from
Text Link
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Case study: Product images in fashion ecommerce
Research from
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Tease your customers
Research from
Duke University, HEC Montreal
Text Link
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Promotions in italics are more effective
Research from
University of West Florida, Salisbury University, Stephen F. Austin State University.
Text Link
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You "should" use this
Research from
University of Adolfo Ibáñez
Text Link
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Mention a rival to get more engagement
Research from
Hochschule Hannover, German Sport University Cologne, INSEAD, New York University
Text Link
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The Starbucks effect: Use names, not order numbers
Research from
University of Urbana-Champaign, Cornell University, The Ohio State University, University of Vienna, WU Vienna
Text Link
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The Science-based Playbook of Brand Names
Research from
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The Science-based Playbook of SaaS Optimization
Research from
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Case Study: Do mystery boxes work?
Research from
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Case Study: Free shipping or shipping fees?
Research from
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How to make brand names more memorable
Research from
HEC Paris
Text Link
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Effective international brand names
Research from
University of Lausanne, IMD Business School for Management and Leadership Courses
Text Link
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The advantage of suggestive brand names
Research from
Duke University, University of Arizona, University of Minnesota.
Text Link
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Write “10” not “ten”
Research from
University of Tennessee, University of Kentucky, Southern Methodist University, University of South Florida
Text Link
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Match promotions to big events
Research from
University of Tuebingen, Tilburg University, University of Hamburg
Text Link
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How to personalize email subject lines
Research from
Johannes Kepler University Linz
Text Link
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Don’t say your product is “100%”
Research from
Bar‐Ilan University, Israel Institute of Technology
Text Link
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When to use questions in your ads
Research from
Boston College
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
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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
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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
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Discounts work better for “guilty pleasures”
Research from
Columbia University, Tsinghua University
Text Link
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Use smile-like lines in your designs
Research from
University of Oxford, Giessen University, University of Rochester, Universidad de La Sabana
Text Link
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When to use rounded fonts
Research from
Zhejiang University
Text Link
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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
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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
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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
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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
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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
