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200+ insights from the latest science in marketing

3-min practical summaries of research from top universities like:

Rounded CTA buttons drive more clicks
Free
Increase clicks 55%
📈

Rounded CTA buttons drive more clicks

Research from
University of South Florida, University of Tennessee & Neighborly
$0 is better than ‘free’
Free
Increase conversion rate
📈

$0 is better than ‘free’

Research from
Korea University & Pukyong National University
People love products with rituals
Free
Increase willingness to pay 74%
📈

People love products with rituals

Research from
University of Minnesota & Harvard Business School
Altruistic referrals are 86% more effective
Free
Increase referrals 86%
📈

Altruistic referrals are 86% more effective

Research from
Temple University & 3 others
Group tasks to encourage completion of the entire set
Free
Reduce form abandonment
📈

Group tasks to encourage completion of the entire set

Research from
IESE Business School & Harvard Business School
Use “Handwritten” fonts to increase sales
Free
Increase product liking
📈

Use “Handwritten” fonts to increase sales

Research from
University of Innsbruck & Babson College
Smile less to appear confident and boost sales
Free
Appear more competent and confident
📈

Smile less to appear confident and boost sales

Research from
University of Central Florida & 3 others
Say “I” not “We” when speaking to customers
Free
Increase customer satisfaction 19%
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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
Free
Increase content persuasiveness
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What makes a voice persuasive

Research from
Western University & 4 others
Uppercase brand names feel more premium
Free
Increase premium perceptions
📈
Prices in red attract men
Free
Decrease price perception 66%
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Prices in red attract men

Research from
Oxford University & 3 others
The feminine brand name advantage
Free
Increase customer liking
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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
Free
Increase purchase likelihood 16.3%
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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
Free
Increase persuasiveness 10.4%
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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
Free
Increase trustworthiness 31%
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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
Free
Increase purchase intentions 31.1%
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The “Sold-out” effect

Research from
Tsinghua University & 2 others
Say “Thank you” not “Sorry”
Free
Increase customer satisfaction 15%
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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
Free
Increase purchase likelihood 30.2%
📈

When a $20 price is better than $19.99

Research from
Temple University & Nanyang Technological University
When to use slow vs fast ads
Free
Increase ad liking 32.8%
📈

When to use slow vs fast ads

Research from
Bryant University & Kookmin University
Handwritten thank you notes increase sales
Free
Increase future spending 2x
📈
The optimal free trial length
Free
Increase revenues 7.99%
📈

The optimal free trial length

Research from
University of Washington & Bright Machines
Complementary coffee increases spending
Free
Increase spending 50%
📈

Complementary coffee increases spending

Research from
University of South Florida & 6 others
Where you should display your price
Free
Increase sales 35.2%
📈

Where you should display your price

Research from
University of Louisville, Clark University & 1 other
Should your influencers be human - or virtual?
Free
Increase perception of innovation 11.2%
Sustainable products bring higher revenue
Free
Increase revenues 6.4%
📈

Sustainable products bring higher revenue

Research from
Shippensburg University & 1 other
Don’t misspell your brand name
Free
Increase purchase likelihood 34%
📈

Don’t misspell your brand name

Research from
University of Notre Dame & Ohio State University
When to use horizontal vs vertical product layouts
Free
Increase focus on primary feature 18.4%
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Platform member's marketing question
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Boost brand connection up to 22%
📈

Tease your customers

Research from
Duke University, HEC Montreal
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Boost clicks x3
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Promotions in italics are more effective

Research from
University of West Florida, Salisbury University, Stephen F. Austin State University.
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Boost engagement intentions 20.3%
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You "should" use this

Research from
University of Adolfo Ibáñez
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Increase social media likes 196.7%
📈

Mention a rival to get more engagement

Research from
Hochschule Hannover, German Sport University Cologne, INSEAD, New York University
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Increase brand preference 82.5%
📈

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
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FREE for Platform members
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With exclusive discount for Platform members
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With exclusive discount for Platform members
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With exclusive discount for Platform members
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Platform member's marketing question
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Platform member's marketing question
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Platform member's marketing question
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Platform member's marketing question
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Platform member's marketing question
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Platform member's marketing question
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Platform member's marketing question
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Platform member's marketing question
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Platform member's marketing question
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Platform member's marketing question
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Platform member's marketing question
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Platform member's marketing question
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Platform member's marketing question
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Platform member's marketing question
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Platform member's marketing question
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Platform member's marketing question
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Boost brand recognition
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Increase name performance
📈

Effective international brand names

Research from
University of Lausanne, IMD Business School for Management and Leadership Courses
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Increase name processing 55%
📈

The advantage of suggestive brand names

Research from
Duke University, University of Arizona, University of Minnesota.
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Increase likelihood to buy 15.5%
📈

Write “10” not “ten”

Research from
University of Tennessee, University of Kentucky, Southern Methodist University, University of South Florida
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Boost sales up to 48%
📈

Match promotions to big events

Research from
University of Tuebingen, Tilburg University, University of Hamburg
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Increase open rates 11.8%
📈

How to personalize email subject lines

Research from
Johannes Kepler University Linz
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Avoid 7.5% decrease in purchase likelihood
📈

Don’t say your product is “100%”

Research from
Bar‐Ilan University, Israel Institute of Technology
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Increase sales 50%
📈

When to use questions in your ads

Research from
Boston College
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Increase demand for offers
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Increase brand personality 53%
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Red is exciting, blue is competent

Research from
Northern Illinois University, University of Massachusetts Amherst
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Increase intention to buy 49%
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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
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Increase sign ups 47.4%
📈

Why freemium works

Research from
University of Passau, Arizona State University
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Avoid 24% bounce rate
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When native ads backfire

Research from
University of New Hampshire, University of Alabama, San Diego State University, Northeastern University
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Increase likelihood to buy 40%
📈

Say “costs $x more” for premium options

Research from
Nanyang Technological University, University of British Columbia
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Increase profits 6%
📈

Don’t give free shipping, offer coupons instead

Research from
Copenhagen Business School, University of Tuebingen, Dartmouth College
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Increase likelihood to buy 59.7%
📈

Influencers sell more than celebrities

Research from
Tilburg University
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Increase likelihood of taking an item 57.5%
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Show products by benefits, not features

Research from
Durham University, University of Neuchâtel, University of Lausanne
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Increase ad likes 13.6%
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Show what your product smells like

Research from
Carnegie Mellon University Qatar and City University of London
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Increase review effectiveness 2.4x
📈

Admit mistakes to sound more persuasive

Research from
Yale University, University of Toronto
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Increase willingness to buy 66%
📈

Cross-sell when refunding products

Research from
University of Toronto, Boston University
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Increase discount effectiveness 2.4x
📈

Discounts work better for “guilty pleasures”

Research from
Columbia University, Tsinghua University
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Increase purchase intention 31%
📈

Use smile-like lines in your designs

Research from
University of Oxford, Giessen University, University of Rochester, Universidad de La Sabana
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Zhejiang University
📈

When to use rounded fonts

Research from
Zhejiang University
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Increase sales up to 26%
📈

Encourage comparisons in your reviews

Research from
Tianjin University, Virginia Tech, and Nankai University
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Increase purchase intentions 17.6%
📈

Explain your AI recommendations

Research from
Chongqing Normal University & Shanghai University of Finance and Economics
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Increase clicks 55%
📈

Rounded CTA buttons drive more clicks

Research from
University of South Florida, University of Tennessee & Neighborly
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Increase repeat purchase intentions
📈

When referrals backfire

Research from
Oregon State University, Western University & Ivey Business School. Western University
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Increase product preference up to 24%
📈

When ‘AI-powered’ makes products better, or not

Research from
WU, University of Lucerne, University of St. Gallen, and Columbia University
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Increase engagement up to 38%
📈

When influencer overexcitement backfires

Research from
LUISS Guido Carli University
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Increase ratings 11.7%
📈

Expert vs fellow customer reviews

Research from
Monash University & University of International Business and Economics
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Increase willingness to buy 45%
📈

When to use the price divisibility effect

Research from
Michigan State University, Baylor University & Virginia Tech
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Increase star ratings by up to 0.5 stars
📈

Product Q&A sections improve ratings

Research from
Boston University
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Increase review positivity by up to 83.4%
📈

How incentives boost reviews

Research from
Cornell University & University of Pennsylvania
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Increase willingness to pay 65%
📈

University-created products are more appealing

Research from
WU Vienna University of Economics and Business, University of Bonn & Friedrich-Alexander-Universität Erlangen-Nürnberg
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Increase reviews by up to 24%
📈

How to use emojis effectively

Research from
Monash University
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Increase willingness to pay up to 28%
📈

‘Top Rated’ sells better than ‘Best Seller’

Research from
University of Louisville College of Business, University of Illinois Urbana-Champaign & 1 other
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Increase forgiveness likelihood 32%
📈

Apologies work better than compensation

Research from
Tsinghua University & Monash University
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Increase sales 78%
📈

Frame your product as the ‘gift’ in a bundle

Research from
Tsinghua University & 2 others
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Decrease negative reaction to ads
📈

When ad frequency goes from effective to annoying

Research from
Emory University, New York University & 1 other
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Increase product preference
📈

No, women don’t prefer pretty products

Research from
The Chinese University of Hong Kong & 2 others
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Increase revenue 13.5%
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When to use direct mail vs email marketing

Research from
IESE Business School & 3 others
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Increase price attractiveness
📈

No, .99 prices don’t hurt quality perceptions

Research from
Leuphana University of Lüneburg & Saarland University
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Increase willingness to pay 39%
📈

Take-back programs boost profits

Research from
Boston University
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Increase purchase intentions 41.2%
📈

Mobile buyers want unique (vs popular) products

Research from
City University of Hong Kong & University of Florida
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Increase purchase intentions 18%
📈

Use non-rounded discounts

Research from
University of Memphis & 3 others
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Increase customer satisfaction and spending
📈

Using specific language increases customer spending

Research from
York University & The Wharton School
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Increase service quality perception
📈

Show your service employees on your website

Research from
KEDGE Business School & 2 others
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Increase referrals 53%
📈

Pre-fill referral messages to make them more effective

Research from
University of Southern California & 2 others
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Increase conversions and customer spending
📈

How to design your digital paywall

Research from
MIT Sloan School of Management
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Increase social media shares
📈

What makes people share Facebook video ads

Research from
Tohoku University & University of Melbourne
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Increase customer loyalty
📈

Make your experiences memorable, not just seamless

Research from
Qualtrics, Fordham University & 1 other
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Increase conversion rate
📈

$0 is better than ‘free’

Research from
Korea University & Pukyong National University
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Reduce churn
📈

How to reduce churn with loyalty rewards

Research from
University of Oregon & 3 others
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Increase customer loyalty
📈

Hold on to your crisis-hit customers, it pays off

Research from
Texas Christian University & 2 others
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Increase willingness to pay 74%
📈

People love products with rituals

Research from
University of Minnesota & Harvard Business School
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Increase positive brand perceptions
📈

Political activism benefits small brands, hurts large brands

Research from
California Polytechnic State University & Georgetown University
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Increase willingness to pay
📈

When $21,400 is better than $20,000

Research from
Leuphana University, INSEAD & 2 others
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Increase social media engagement
📈

Assertive words increase engagement

Research from
Adolfo Ibáñez University & 2 others
Text Link
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Increase referrals 86%
📈

Altruistic referrals are 86% more effective

Research from
Temple University & 3 others
Text Link
Member Only
Reduce form abandonment
📈

Group tasks to encourage completion of the entire set

Research from
IESE Business School & Harvard Business School
Text Link
Member Only
Increase social media engagement
📈

How emojis increase social media engagement

Research from
Carleton University & 2 others
Text Link
Member Only
Increase product liking
📈

Use “Handwritten” fonts to increase sales

Research from
University of Innsbruck & Babson College
Text Link
Member Only
Maximize revenues
📈

‘Default option’ nudges: be careful how you use them

Research from
Erasmus University & University of Alberta
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Increase discount perception
📈

Use ‘was 25% higher’ instead of ‘now 20% lower’

Research from
University of South Carolina, Babson College & 4 others
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Increase sales 42%
📈

Coupons: when to give ‘10% off’ vs ‘$10 off’

Research from
Deakin Business School & Monah Business School
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Appear more competent and confident
📈

Smile less to appear confident and boost sales

Research from
University of Central Florida & 3 others
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Increase willingness to pay
📈

People want to hear what your product sounds like

Research from
University of Alabama & Pennsylvania State University
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Increase app downloads
📈

Launch a polished mobile app, not an MVP

Research from
Erasmus University & Koc University
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Increase sales
📈

Complementary products boost your main product

Research from
Södertörn University &University of Northern Colorado
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Increase perceived product value
📘 Playbook
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🔍 Case Study
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📈 Insight
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B2C Friendly
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B2B Friendly
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Popular & Trending 🔥
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Brand & Strategy
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Retail Store
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Promotions
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Customer Experience
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Pricing
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Referrals
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Reviews
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Product
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Messaging & Copy
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Social Media
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Ecommerce
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Website/App
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