Thomas from Ariyh - 🎓 4.3 stars sells more than 4.9 stars
🎓 4.3 stars sells more than 4.9 starsExtremely high average product ratings, between 4.5 and 5 stars, make people skeptical and generate lower sales than ratings between 4 and 4.5 stars.New to Ariyh? Join 8,719 evidence-based marketers for 3min practical insights 💡 from scientific research 🎓 to get better marketing results 📈 Links: Job board - Advertise on Ariyh - 1:1 Consulting Today’s insight is brought to you by… HubSpot & Mention The Instagram Engagement Report is a result of an in-depth analysis of 110M+ Instagram posts across 1M+ users globally. Thanks to key data, trends and expert insights from the teams at Mention and Hubspot, you can optimize your Instagram marketing strategy in 2022 with confidence. Want to sponsor Ariyh? Here’s all you need to know. 📝 IntroPeople trust others’ reviews more than what marketers say. But they also know that companies can try to hide negative reviews, incentivize positive reviews, or - unethically - plant fake positive reviews. Even more so if the reviews are on the company’s own website (vs on Google or TripAdvisor). So when a website is splattered exclusively with 5-star reviews, it might be a sign that something is off. This study from Northwestern University and University of Amsterdam analyzed the effect that different average star ratings had on actual sales of 3 ecommerce retailers. P.S.: A huge thank you to the 111 of you who pre-ordered The Science-based Playbook of Pricing & Promotions! It’s a much stronger response than what I hoped for - which makes me even more excited to get it out to you on the 5th of April. If you haven’t pre-ordered yet, now is a good time. The price will increase +94% 48 hours after launch. You can pre-order your copy here. Previous insight: $2,111 is better than $1,999 (100+ more insights here) Review ratings between 4 and 4.5 sell more than those between 4.5 and 5Impacted metrics: Customer acquisition 📈 RecommendationAim to show an average review rating of between 4 and 4.5 stars, not only perfect 5 stars reviews. For example, it’s alright to have some negative reviews that lower your average, especially if they are irrelevant (e.g. a bad rating because the item doesn’t deliver to a specific location, not because the product is bad). Your sales will be higher. 🎓 Findings
🧠 Why it works
✋ Limitations
🏢 Companies using this
⚡ Steps to implement
🔍 Study typeMarket observation (analysis of sales of 3 ecommerce retailers between 29 Jun 2014 and 11 October 2014) 📖 ResearchToo good to be true: the role of online reviews’ features in probability to buy. International Journal of Advertising (June 2016). 🏫 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. 🔥 Featured hand-picked jobsA selection of the best marketing opportunities out there.
View other hand-picked marketing roles, or post your own for $0, on Ariyh’s Job Board. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight? What else you can get out of Ariyh:
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Older messages
🎓 $2,111 is better than $1,999 (+ Pricing Playbook 📘)
Tuesday, March 1, 2022
For prices with 4 figures or more, in any currency, repeat the last 3 digits and use a low number (eg $4111, not $3888). The price will feel more discounted.
🎓 Perform 30%-100% better by A/B testing
Tuesday, February 22, 2022
Startups that continuously A/B test online receive 10% more web page visits in the first months. The boost compounds to a higher performance of 30% to 100% after a year
🎓 The science of when to post
Tuesday, February 15, 2022
Post 'virtue' content (eg educational) on social media in the morning for higher engagement. Post 'vice' content (eg entertainment, memes, shopping) towards the evening.
🎓 Praise your competitors
Tuesday, February 1, 2022
Publicly praise competitors (eg on social media) to improve attitudes towards your brand. People will be more likely to buy from you.
🎓 Don’t ask too many questions
Tuesday, January 25, 2022
After 8 similar questions, people's answers start to change and differ more from reality. More questions worsen rather than improve the quality of responses.
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