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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
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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
📈
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
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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
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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
📈
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
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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
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
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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
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
📈
$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
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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
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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
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Launch a polished mobile app, not an MVP
Research from
Erasmus University & Koc University
Text Link
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Complementary products boost your main product
Research from
Södertörn University &University of Northern Colorado
Text Link
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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
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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
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365 days or 1 year? Smaller units are more credible
Research from
University of Michigan
