🎓 Make people want to ‘grab’ your product
🎓 Make people want to ‘grab’ your productStrategically position graspable objects in your creatives. People will feel a sense of ownership of your product, and will be more likely to buy it.New to Ariyh? Join 14,241 evidence-based marketers for 3min practical insights 💡 from the latest scientific research 🎓 to get better marketing results 📈 Today’s insight is brought to you by… Storyblok Get your free copy of the eCommerce Marketing Atlas, a 70-page blueprint on how to run a modern ecommerce business. A practical handbook of everything you need to have covered, from customer journeys to SEO to conversions to content automation. All filled with real-life examples and quick tips. Want to sponsor Ariyh? Here’s all you need to know. 📝 IntroHold tight. This study is going to blow your mind. In one of the experiments, scientists tripled signups for a loyalty program by strategically positioning a vegetable peeler in an image advert of the program. How? Let’s take a look. P.S.: In this study I talk about positioning objects in a way that’s convenient for right-handers. The more correct way would be to say ‘position objects for each person’s dominant hand’. But 90% of the world’s population is right-handed, so you are better off simply catering to them. I know, left-handed people always get ignored. I’m left-handed myself. Here’s some consolation though. Turns out the research that found that left-handed people die younger is probably (and hopefully) wrong. Previous insight: Use ‘you’ in your copy to boost results (100+ more insights here) Strategically position objects that seem easy to grab in your adsChannels: Ads | Image Ads | Website | Marketing communications 📈 RecommendationProducts can be either:
You can increase sales of any product by strategically positioning graspable objects in your marketing creatives (e.g. ads, website, email banners). If your product is a graspable object, position it in a way that people can easily imagine grabbing it with their right hand (e.g. to the right side of an image, with the handle facing right). If your product is not graspable, position a graspable object (even if unrelated to your product) in the field of vision of the product you are selling (e.g. image of a car, logo of your SaaS). It will make your product feel graspable. 🎓 Findings
In one of the experiments, people were 13.9% more likely to say they would buy a painting when it had a wine glass placed to its right, compared to when the glass was placed to its left 🧠 Why it works
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🏢 Companies using this
⚡ Steps to implement
🔍 Study typeLab and online experiments and field experiment (with two versions of a poster used to advertise a loyalty program at the entrance of a hypermarket) 📖 ResearchOn the other hand…: Enhancing promotional effectiveness with haptic cues. Journal of Marketing Research (October 2019). 🏫 Researchers
Remember: This is a scientific discovery. In the future it will probably be better understood and could even be proven wrong (that’s how science works). It may also not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight?
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Key phrases
Older messages
🎓 Use ‘you’ in your copy to boost results
Tuesday, October 18, 2022
Second person pronouns (eg you, your, you'll) make readers feel more involved. People will be more likely to engage with you and feel more positive towards your brand.
🎓 The optimal free trial length
Tuesday, October 11, 2022
In a large-scale experiment, 7-day long free trials (vs 30 days) led to 5.6% higher conversions, 6.4% better retention, and 7.9% higher revenue.
🎓 Metaphors make your ads more memorable
Tuesday, October 4, 2022
Metaphors make people process ads more deeply - and made them 24% more likely to remember ads one week later. Use metaphors related to your brand.
🎓 How to nudge freemium users to buy
Tuesday, September 27, 2022
Boost conversions to your paid product 16.2% to 22.6% by strategically introducing an alternative paid option.
🎓 Reverse how you frame your promotions
Tuesday, September 20, 2022
Describe the restriction first (spend £100) and then the offer (get $20 off). The promotion will feel like a reward rather than a restriction, and sell better.
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