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250+ insights from the latest science in marketing
Practical summaries of research from top universities like:
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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Use ‘was 25% higher’ instead of ‘now 20% lower’
Research from
University of South Carolina, Babson College & 4 others
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Coupons: when to give ‘10% off’ vs ‘$10 off’
Research from
Deakin Business School & Monah Business School
Text Link
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Smile less to appear confident and boost sales
Research from
University of Central Florida & 3 others
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People want to hear what your product sounds like
Research from
University of Alabama & Pennsylvania State University
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Launch a polished mobile app, not an MVP
Research from
Erasmus University & Koc University
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Complementary products boost your main product
Research from
Södertörn University &University of Northern Colorado
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25 ‘pieces’ of chocolate is better than 500 ‘grams’
Research from
Erasmus University
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Don’t showcase all your good features, it backfires
Research from
Virginia Tech, University of Southern California & 1 other
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Eco-friendly products boost customer satisfaction
Research from
HEC Montreal & Concordia University
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‘Friend’ influencers drive more sales than ‘opinion-leaders’
Research from
Wilfrid Laurier University & McMaster University
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Some negative reviews can be good for you
Research from
Israel Institute of Technology & The Open University of Israel
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If customers feel distant from your brand, use abstract language
Research from
Western University & 2 others
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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
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365 days or 1 year? Smaller units are more credible
Research from
University of Michigan
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Profits are higher when your sales team sides with customers
Research from
Oklahoma State University & 3 others
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Add a scent to your product
Research from
University of Michigan, Rutgers Business School & 1 other
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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
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People avoid buying from firms with high gender pay gaps
Research from
HEC Lausanne, Harvard Business School & 2 others
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Say “I” not “We” when speaking to customers
Research from
Wilfrid Laurier University, Simon Fraser University & 1 other
Text Link
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Show your product’s ‘viewed’ or ‘purchased’ numbers
Research from
Indian Institute of Management - Bangalore & 2 others
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Stories about others get retweeted more
Research from
RMIT University & 3 others
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Avoid complicated words in your product description
Research from
Saint Joseph's University & University of Pittsburg
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Frame your product as an experience to boost reviews
Research from
IESE Business School & University of Miami
Text Link
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Use ‘Pick-your-price’ to boost sales
Research from
California Polytechnic State University & University of Oregon
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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
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The downside of company uniforms
Research from
Tilburg University, University of Southern California & 2 others
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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
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Which ads work best in emerging vs developed markets
Research from
IESEG University, Columbia Business School & 1 other
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How to efficiently find a product that sells
Research from
UCL School of Management & Boston College
Text Link
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A new, better way to decide your pricing
Research from
University of Lucerne, the Wharton School & 2 others
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Increase customer LTV with “Buy 10 get 1 free”
Research from
Rice University, the Wharton School & 1 other
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High-quality audio makes you sound smarter
Research from
University of Southern California & Australian National University
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Differentiate your small business offering
Research from
University of Texas at Austin, London School of Economics & 2 others
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What makes YouTube videos successful?
Research from
Pontifícia Universidade Católica do Paraná & École des sciences de la gestion de l'UQAM
Text Link
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Show your costs to boost sales
Research from
University of San Francisco & Harvard Business School
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Uppercase brand names feel more premium
Research from
Zhejiang University
Text Link
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Brands improve people’s performance
Research from
University of Delaware & University of Minnesota
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How to be an unbiased marketer
Research from
WHU Otto Beisheim School of Management, Imperial College London & 1 other
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Make customer experiences feel personal
Research from
Cornell University & 3 others
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Scarcity tactics can anger customers
Research from
University of Leeds & University of East Anglia
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When to use video to promote your product
Research from
Babson College & University of Miami
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Flat rates sell better than pay-per-use
Research from
Linköping University & Hanken School of Economics
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Use pay-what-you-want promotions
Research from
Goethe University Frankfurt & Ludwig Maximilians University Munich
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Give gifts to boost word-of-mouth
Research from
Arizona State University, New York University & 1 other
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Prices in red attract men
Research from
Oxford University & 3 others
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The feminine brand name advantage
Research from
University of Calgary & 3 others
Text Link
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The Chief Marketing Officer matters
Research from
University of Notre Dame & 2 others
Text Link
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People love crowdfunded products
Research from
City University of London & 3 others
Text Link
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A simple rule to use $10 vs 10% off
Research from
EGADE Business School & Babson College
Text Link
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Use consistent endings in discounts
Research from
Minjiang University & 2 others
Text Link
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The IKEA effect
Research from
Harvard University & 2 others
Text Link
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Which review you should show first
Research from
Tuck School of Business & London Business School
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Boost revenue with free samples
Research from
Ohio State University & 2 others
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Give your sales team behavioral incentives
Research from
University of Texas at Austin & 3 others
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The rule of three in persuasion
Research from
UCLA Anderson School of Management & Georgetown University
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State your expected growth to boost signups
Research from
Northeastern University
Text Link
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How Amazon sets customer expectations
Research from
University of Salerno & Sapienza University of Rome
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Using NPS to predict growth
Research from
University of Limerick & University of Warwick
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Which online channels to prioritize
Research from
University of Virginia & ComScore
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How to respond to complaints on social media
Research from
University of North Carolina - Charlotte, Temple University & 2 others
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Use GIFs or emojis, not both
Research from
Rennes School of Business & Grenoble Ecole de Management
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Simplify your prices
Research from
University of Melbourne & 2 others
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Use branded product ingredients
Research from
Kingston Business School
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People remember print ads better
Research from
Temple University & 2 others
Text Link
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Productize your service
Research from
National University of Singapore & 4 others
Text Link
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Short, easy names are more trustworthy
Research from
University of Cologne, University of Southern California & 1 other
Text Link
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Sustainability signals quality
Research from
University of Warwick and Xi'an Jiaotong-Liverpool University
Text Link
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Invent ‘Special Days’ to launch promotions
Research from
Lehigh University, Vanderbilt University & 1 other
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The “Sold-out” effect
Research from
Tsinghua University & 2 others
Text Link
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Say “Thank you” not “Sorry”
Research from
New Mexico State University & 3 others
Text Link
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When to show products close-by vs far in images
Research from
Nanjing University, Northwestern University & 1 other
Text Link
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High referral rewards bring worse customers
Research from
Frankfurt School of Finance & Management & Xing
Text Link
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Micro-influencers drive more sales
Research from
Sungkyunkwan University & 2 others
Text Link
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Offer extraordinary warranties
Research from
Wayne State University & 2 others
Text Link
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When big discounts backfire
Research from
Erasmus University & 2 others
Text Link
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Don’t ask too many questions in surveys
Research from
University of California Riverside, University of Chicago & 2 others
Text Link
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Praise your competitors to boost your brand
Research from
Duke University & University of Wisconsin-Milwaukee
Text Link
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When a $20 price is better than $19.99
Research from
Temple University & Nanyang Technological University
Text Link
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The optimal times of the day to post on social media
Research from
Rutgers University
Text Link
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Perform 30%-100% better by A/B testing
Research from
Harvard University & Duke University
Text Link
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When $2,111 pricing is better than $1,999
Research from
Sabanci University & Koç University
Text Link
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4.3 stars sell more than 4.9 stars
Research from
University of Illinois Urbana-Champaign & 2 others
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Clickbait doesn’t work
Research from
Indian Institute of Management, Bangalore & 2 others
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Show a hand touching your product
Research from
University of Iowa & 3 others
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Unintentional offers are more attractive
Research from
University of Florida, Stanford University & 1 other
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Privacy guarantees can reduce sales
Research from
Utah State University, Ohio State University & Harvard University
Text Link
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Reply to all reviews
Research from
University of Southern California & Boston University
Text Link
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People watch high-energy ads more
Research from
University of Notre Dame, Northwestern University & 1 other
Text Link
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Use cats and dogs in advertising
Research from
University of Massachusetts Lowell & 2 others
Text Link
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Paid memberships increase sales of your products
Research from
Wharton School & 2 others
Text Link
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Don't make upgrades free, charge 1¢
Research from
Southwestern University of Finance & Economics, China
Text Link
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Clever humor boosts your brand
Research from
Duke University
Text Link
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Use cold colors in B2B, warm colors in B2C
Research from
University of New South Wales & University of Queensland
Text Link
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When to use slow vs fast ads
Research from
Bryant University & Kookmin University
Text Link
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How email coupons drive sales
Research from
Stanford Unviversity & University of Chicago
Text Link
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Copy the ads of larger competitors
Research from
ESC Business School & University of Groningen
