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200+ insights from the latest science in marketing
3-min practical summaries of research from top universities like:
![](https://cdn.prod.website-files.com/65428f58f7d563684644cc72/65ba134e5f832d76ad2b0240_4.webp)
Free sample insight
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/6629f98a54e0407ead08b069_University_of_South_Florida_seal.svg.png)
Increase clicks 55%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/6629f98a54e0407ead08b069_University_of_South_Florida_seal.svg.png)
Rounded CTA buttons drive more clicks
Research from
University of South Florida, University of Tennessee & Neighborly
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65ccc48bc801e0ca995b6eb2_Simon_Fraser_University_coat_of_arms.png)
Increase customer satisfaction 19%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65ccc48bc801e0ca995b6eb2_Simon_Fraser_University_coat_of_arms.png)
Say “I” not “We” when speaking to customers
Research from
Wilfrid Laurier University, Simon Fraser University & 1 other
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13b742f2a3b7c9ed561b7_UCLA.png)
Increase persuasiveness 10.4%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13b742f2a3b7c9ed561b7_UCLA.png)
The rule of three in persuasion
Research from
UCLA Anderson School of Management & Georgetown University
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13c91b4636bb9116101d5_USC.png)
Increase trustworthiness 31%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13c91b4636bb9116101d5_USC.png)
Short, easy names are more trustworthy
Research from
University of Cologne, University of Southern California & 1 other
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13b3a9ce6fd9d64cd9fb6_Temple.png)
Increase purchase likelihood 30.2%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13b3a9ce6fd9d64cd9fb6_Temple.png)
When a $20 price is better than $19.99
Research from
Temple University & Nanyang Technological University
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13b7ce507396c7f861b6a_Stanford.png)
Increase open rates 23%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13b7ce507396c7f861b6a_Stanford.png)
The effect of [first name] in email subject lines
Research from
Stanford University & University of Chicago
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13bd24cfe921d0fe6703b_Clark.png)
Increase sales 35.2%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13bd24cfe921d0fe6703b_Clark.png)
Where you should display your price
Research from
University of Louisville, Clark University & 1 other
Ariyh Pro Insights
Text Link![]()
Increase profits 6%
📦
Don’t give free shipping, offer coupons instead
Research from
Copenhagen Business School, University of Tuebingen, Dartmouth College
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/668d2cd99542863e03848b5e_1024px-Seal_of_the_University_of_Durham.svg.png)
Increase likelihood of taking an item 57.5%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/668d2cd99542863e03848b5e_1024px-Seal_of_the_University_of_Durham.svg.png)
Show products by benefits, not features
Research from
Durham University, University of Neuchâtel, University of Lausanne
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/668d284cdd4ff29b0b882c4f_cmu-seal-r.png)
Increase ad likes 13.6%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/668d284cdd4ff29b0b882c4f_cmu-seal-r.png)
Show what your product smells like
Research from
Carnegie Mellon University Qatar and City University of London
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/66559dfc6729bc203b3be273_i.png)
Increase purchase intention 31%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/66559dfc6729bc203b3be273_i.png)
Use smile-like lines in your designs
Research from
University of Oxford, Giessen University, University of Rochester, Universidad de La Sabana
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/6643ce04e04f0542e9dd8b8e_TJU_logo.png)
Increase sales up to 26%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/6643ce04e04f0542e9dd8b8e_TJU_logo.png)
Encourage comparisons in your reviews
Research from
Tianjin University, Virginia Tech, and Nankai University
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/6639c6d7b775feb77dc568ab_Shanghai_University_of_Finance_and_Economics_logo.png)
Increase purchase intentions 17.6%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/6639c6d7b775feb77dc568ab_Shanghai_University_of_Finance_and_Economics_logo.png)
Explain your AI recommendations
Research from
Chongqing Normal University & Shanghai University of Finance and Economics
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/6629f98a54e0407ead08b069_University_of_South_Florida_seal.svg.png)
Increase clicks 55%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/6629f98a54e0407ead08b069_University_of_South_Florida_seal.svg.png)
Rounded CTA buttons drive more clicks
Research from
University of South Florida, University of Tennessee & Neighborly
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/661e035ba29302bbf017dd99_western-university-logo-15CF1DD875-seeklogo.com.png)
Increase repeat purchase intentions
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/661e035ba29302bbf017dd99_western-university-logo-15CF1DD875-seeklogo.com.png)
When referrals backfire
Research from
Oregon State University, Western University & Ivey Business School. Western University
Text Link![]()
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
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/6602c14445f1b56079171d25_University_of_International_Business_and_Economics_LOGO.png)
Increase ratings 11.7%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/6602c14445f1b56079171d25_University_of_International_Business_and_Economics_LOGO.png)
Expert vs fellow customer reviews
Research from
Monash University & University of International Business and Economics
Text Link![]()
Increase willingness to buy 45%
💸
When to use the price divisibility effect
Research from
Michigan State University, Baylor University & Virginia Tech
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65e5af836648c5e453b74dd1_Friedrich_Alexander_University_of_Erlangen-Nuremberg_Seal_2022.png)
Increase willingness to pay 65%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65e5af836648c5e453b74dd1_Friedrich_Alexander_University_of_Erlangen-Nuremberg_Seal_2022.png)
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![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65ca4e0fb78679231c1ba5f3_University_of_Louisville_seal.svg.png)
Increase willingness to pay up to 28%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65ca4e0fb78679231c1ba5f3_University_of_Louisville_seal.svg.png)
‘Top Rated’ sells better than ‘Best Seller’
Research from
University of Louisville College of Business, University of Illinois Urbana-Champaign & 1 other
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13b2a94987caf81aa60e0_NYU.png)
Decrease negative reaction to ads
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13b2a94987caf81aa60e0_NYU.png)
When ad frequency goes from effective to annoying
Research from
Emory University, New York University & 1 other
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65ccc69860de9a4ab663e6ac_Unknown-1.png)
Increase price attractiveness
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65ccc69860de9a4ab663e6ac_Unknown-1.png)
💎
No, .99 prices don’t hurt quality perceptions
Research from
Leuphana University of Lüneburg & Saarland University
Text Link![]()
Increase purchase intentions 41.2%
📱
Mobile buyers want unique (vs popular) products
Research from
City University of Hong Kong & University of Florida
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13b1398239bc262100092_Wharton.png)
Increase customer satisfaction and spending
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13b1398239bc262100092_Wharton.png)
Using specific language increases customer spending
Research from
York University & The Wharton School
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13c91b4636bb9116101d5_USC.png)
Increase referrals 53%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13c91b4636bb9116101d5_USC.png)
Pre-fill referral messages to make them more effective
Research from
University of Southern California & 2 others
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c14494d567a70baf2d5fa5_Fordham.png)
Increase customer loyalty
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c14494d567a70baf2d5fa5_Fordham.png)
Make your experiences memorable, not just seamless
Research from
Qualtrics, Fordham University & 1 other
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c14481a5572b20f69ac9c3_Georgetown.png)
Increase positive brand perceptions
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c14481a5572b20f69ac9c3_Georgetown.png)
Political activism benefits small brands, hurts large brands
Research from
California Polytechnic State University & Georgetown University
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13c3da979ff960813ab08_Harvard.png)
Reduce form abandonment
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13c3da979ff960813ab08_Harvard.png)
Group tasks to encourage completion of the entire set
Research from
IESE Business School & Harvard Business School
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13ae2c1251d274de88fde_Erasmus.png)
Maximize revenues
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13ae2c1251d274de88fde_Erasmus.png)
‘Default option’ nudges: be careful how you use them
Research from
Erasmus University & University of Alberta
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c143ac919efe85f444fbee_Babson.png)
Increase discount perception
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c143ac919efe85f444fbee_Babson.png)
Use ‘was 25% higher’ instead of ‘now 20% lower’
Research from
University of South Carolina, Babson College & 4 others
Text Link![]()
Increase sales 42%
🎟️
Coupons: when to give ‘10% off’ vs ‘$10 off’
Research from
Deakin Business School & Monah Business School
Text Link![]()
Increase willingness to pay
🔊
People want to hear what your product sounds like
Research from
University of Alabama & Pennsylvania State University
Text Link![]()
Increase sales
🏸
Complementary products boost your main product
Research from
Södertörn University &University of Northern Colorado
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13c91b4636bb9116101d5_USC.png)
Increase positive product perceptions
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13c91b4636bb9116101d5_USC.png)
Don’t showcase all your good features, it backfires
Research from
Virginia Tech, University of Southern California & 1 other
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c14453b76ccd76239c6341_McMaster.png)
Increase sales
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c14453b76ccd76239c6341_McMaster.png)
‘Friend’ influencers drive more sales than ‘opinion-leaders’
Research from
Wilfrid Laurier University & McMaster University
Text Link![]()
Increase product perceptions 16%
💬
Some negative reviews can be good for you
Research from
Israel Institute of Technology & The Open University of Israel
Text Link![]()
Increase willingness to pay 35%
🫂
If customers feel distant from your brand, use abstract language
Research from
Western University & 2 others
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13bc22f94e25ea7ba175f_UChicago.png)
Increase individual's survey responses 33%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13bc22f94e25ea7ba175f_UChicago.png)
Make your loyalty rewards a gamble, not a certainty
Research from
Chinese University of Hong Kong, University of Chicago & 1 other
Text Link![]()
Increase customer lifetime value, revenues
📈
Profits are higher when your sales team sides with customers
Research from
Oklahoma State University & 3 others
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13b1398239bc262100092_Wharton.png)
Increase tips 136%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13b1398239bc262100092_Wharton.png)
The effect of “Vote with your tip: Cats or Dogs?”
Research from
University of Missouri-Kansas City, The Wharton School & 1 other
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13c3da979ff960813ab08_Harvard.png)
Increase willingness to buy 29.5%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13c3da979ff960813ab08_Harvard.png)
People avoid buying from firms with high gender pay gaps
Research from
HEC Lausanne, Harvard Business School & 2 others
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65ccc48bc801e0ca995b6eb2_Simon_Fraser_University_coat_of_arms.png)
Increase customer satisfaction 19%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65ccc48bc801e0ca995b6eb2_Simon_Fraser_University_coat_of_arms.png)
Say “I” not “We” when speaking to customers
Research from
Wilfrid Laurier University, Simon Fraser University & 1 other
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13c494b554f2fb21d4814_IIMB.png)
Increase purchase intentions 30%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13c494b554f2fb21d4814_IIMB.png)
Show your product’s ‘viewed’ or ‘purchased’ numbers
Research from
Indian Institute of Management - Bangalore & 2 others
Text Link![]()
Increase purchase likelihood
🧐
Avoid complicated words in your product description
Research from
Saint Joseph's University & University of Pittsburg
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c144253618b638c527040e_IESE.png)
Increase product reviews 12%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c144253618b638c527040e_IESE.png)
Frame your product as an experience to boost reviews
Research from
IESE Business School & University of Miami
Text Link![]()
Increase sales 52%
🤔
Use ‘Pick-your-price’ to boost sales
Research from
California Polytechnic State University & University of Oregon
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13af0450968cc5412b68e_BC.png)
Increase customer value 131%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13af0450968cc5412b68e_BC.png)
How feedback surveys can boost spending by 131%
Research from
Utah State University, Boston College & 3 others
Text Link![]()
Increase sales, total reviews, and positive reviews
🛒
How the first review decides the fate of your product
Research from
University of South Carolina & University of Florida
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13c91b4636bb9116101d5_USC.png)
Decrease negative brand perceptions
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13c91b4636bb9116101d5_USC.png)
The downside of company uniforms
Research from
Tilburg University, University of Southern California & 2 others
Text Link![]()
Increase product upsell likelihood 75%
🫅
How to stop new customers from pushing away existing ones
Research from
University of Maryland & University of Minnesota
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13bbaf2e6d218658447d6_Columbia.png)
Increase ad persuasiveness
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13bbaf2e6d218658447d6_Columbia.png)
Which ads work best in emerging vs developed markets
Research from
IESEG University, Columbia Business School & 1 other
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13b1398239bc262100092_Wharton.png)
Optimize product pricing
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13b1398239bc262100092_Wharton.png)
A new, better way to decide your pricing
Research from
University of Lucerne, the Wharton School & 2 others
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13b1398239bc262100092_Wharton.png)
Increase customer lifetime value 29.5%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13b1398239bc262100092_Wharton.png)
Increase customer LTV with “Buy 10 get 1 free”
Research from
Rice University, the Wharton School & 1 other
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13c91b4636bb9116101d5_USC.png)
Increase positive perceptions 19.3%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13c91b4636bb9116101d5_USC.png)
High-quality audio makes you sound smarter
Research from
University of Southern California & Australian National University
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65ccc1af210a4ef40d74f231_1200px-University_of_Texas_at_Austin_seal.svg.png)
Increase monthly revenues 51.7%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65ccc1af210a4ef40d74f231_1200px-University_of_Texas_at_Austin_seal.svg.png)
Differentiate your small business offering
Research from
University of Texas at Austin, London School of Economics & 2 others
Text Link![]()
Increase YouTube views, likes and comments
📺
What makes YouTube videos successful?
Research from
Pontifícia Universidade Católica do Paraná & École des sciences de la gestion de l'UQAM
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c143da0d9068e6cf4f83e7_Imperial.png)
Decrease prediction errors 60%
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c143da0d9068e6cf4f83e7_Imperial.png)
How to be an unbiased marketer
Research from
WHU Otto Beisheim School of Management, Imperial College London & 1 other
Text Link![]()
Increase revenues
🎟️
Flat rates sell better than pay-per-use
Research from
Linköping University & Hanken School of Economics
Text Link![]()
Increase new customers 10%
💲
Use pay-what-you-want promotions
Research from
Goethe University Frankfurt & Ludwig Maximilians University Munich
Text Link![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13b2a94987caf81aa60e0_NYU.png)
Increase positive word-of-mouth
![](https://cdn.prod.website-files.com/65432e905f5764266ce557fd/65c13b2a94987caf81aa60e0_NYU.png)
Give gifts to boost word-of-mouth
Research from
Arizona State University, New York University & 1 other