Thomas from Ariyh - 🎓 Which review you should show first
🎓 Which review you should show firstSales were up to 84% higher on a UK retailer’s website when the first review showed had five stars (vs one star), independent of the product’s average rating.New to Ariyh? Join 6,102 evidence-based marketers for 3min tips 💡 based on research 🎓 to grow your business 📈 If you find these tips useful please share them with your colleagues and friends, Ariyh grows thanks to you! Today’s tip is brought to you by… Around Feeling like a zombie after countless Zoom and Google Meet calls? Come Around. Instead of dominating virtual meetings that take over your screen and leave you fatigued, Around’s lightweight and unobtrusive video calls free up your desktop and are built for creative sessions where working together is the focus. It's perfect for brainstorms, daily standups, and collaborating on documents. Try it out with your team and see why thousands of people are calling Around "phenomenal," "a game-changer," and "a breath of fresh air." 📝 IntroThe first review that we read about a product has a strong impact on our perceptions of it. Add to this that most of us read only a handful of reviews before deciding whether to buy or move on, and the first few reviews become crucial. Some companies with large troves of data (e.g. Amazon, Google) already know which types of reviews they should show first. Now, thanks to this research, we know too. P.S.: Thrilled to see Ariyh trending on TikTok again, a big shoutout to Honey Bee Social for her amazing endorsement! Discovering and watching that video put a big smile on my face. Welcome aboard new joiners, it’s a pleasure to have you! P.P.S.: I know, Ariyh isn’t the most intuitive to pronounce 😅 The way I pronounce it myself is ‘are-ee’. It’s an acronym for ‘Academic Research In Your Hands’. Want to sponsor Ariyh? Here’s all you need to know. Previous tip: The IKEA effect (All tips here) Carefully choose which review you show first to boost salesImpacted metrics: Customer acquisition 📈 RecommendationDecide carefully which reviews to show first on your product page (manually or through an algorithm), don’t simply show the most recent ones first. Try to show a first review that’s positive and provides useful information (e.g. additional details about the product, who the product is ideal for). People will be much more likely to buy. 🎓 Effects
New here? Subscribe for the latest marketing research 💡 from top business schools 🎓 in 3-min practical tips 📈 twice per week. 🧠 Why it works
✋ Limitations
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🔍 Study typeMarket observation (analysis of 380,450 online review impressions in February - March 2015 of technology and home and garden products of a major UK retailer, undisclosed). United Kingdom 📖 ResearchVana, P., & Lambrecht, A. (May 2021). The effect of individual online reviews on purchase likelihood. Marketing Science. 🏫 AffiliationsTuck School of Business and London Business School. United States and United Kingdom Remember: Because of the groundbreaking nature of this paper, it could be disproven in the future (although this is rare). It also may 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 tip to help me make Ariyh's next tips 🎓 even more useful 📈 How was today’s tip? Want to sponsor Ariyh or ask a question? -> Reach out at thomas@ariyh.com New to Ariyh? -> Subscribe below or read other 3min marketing tips here |
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🎓 How to boost revenue with free samples
Saturday, July 10, 2021
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Giving sales team incentives based on activity targets (eg calls made, demos given) - and not only commissions on sales results - boosted sales by 6-9%.
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To be most persuasive, use 3 positive claims at once in your message (eg ad, presentation). They are sufficient to show a pattern, but not enough to make people skeptical.
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