Messages
1/18/2022
7 : 34
🎓 When big discounts backfire
Very big discounts (60% off or more) reduced sales on Groupon instead of increasing them. Avoid heavy discounts when it's difficult to verify your product's quality before buying it.
1/11/2022
7 : 34
🎓 Extraordinary warranties
Exceptionally strong warranties (eg 10 year warranty for a sweater) are a powerful way to signal high quality for unfamiliar brands and boost purchase intentions.
12/21/2021
7 : 34
🎓 Give your products space
The space-to-product ratio effect: use more empty space between products on display to increase their perceived value and beauty. In one of the experiments sales increased 98%.
12/14/2021
7 : 34
🎓 Micro-influencers drive more sales (+ a surprise 🔥)
If your product is hedonic (eg fashion, high-end electronics), promoted posts from small influencers (10k to 100k followers) drive more sales than those of large ones (>1m followers).
12/7/2021
7 : 34
🎓 High referral rewards = worse customers
Large referral rewards (eg Get $50 if you invite a friend) boost the referral rate (+750% in one experiment) but lower the average profitability of newly referred customers (-48%).
11/30/2021
7 : 34
🎓 Frame your product as the ‘gift’ in a bundle
Frame a product as the 'free gift' in a bundle instead of the main product (eg “Buy softener and get Ariel detergent [primary product] free”). Sales were up to 78% higher in a series of
11/23/2021
7 : 34
🎓 Far is prestigious, near is mainstream
If your brand is prestigious, place products far from the customer or model in an ad. If your brand is mainstream, position them close.
11/16/2021
7 : 34
🎓 Say “Thank you” not “Sorry”
After a service failure, use appreciation (“Thank you for your patience”) instead of an apology (“Sorry to keep you waiting”) to improve satisfaction, repurchases, and word-of-mouth.
11/9/2021
7 : 34
🎓 The “Sold-out” effect
Display some sold-out options to increase quality perceptions of your products and increase sales (people said they were 22.7% more likely to buy in one experiment). Don't show too many or the
11/2/2021
7 : 34
🎓 Invent ‘Special Days’ to launch promotions
Promotions on unusual 'Special Days' (eg World Tourism Day, anniversary of first purchase) are more effective at increasing sales. In one experiment, people were 25% more likely to buy.
10/26/2021
6 : 34
🎓 Sustainability boosts sales
Sustainability initiatives signal trust and product quality for small businesses and startups. People were 82% more interested in products from a sustainable startup.
10/19/2021
6 : 34
🎓 How to encourage pre-orders
If your launch is far away, use free gifts rather than discounts to encourage pre-orders (in one experiment they were 125% more effective). If it's less than a week away you can use either.
10/12/2021
6 : 34
🎓 Short, easy names are more trustworthy
eBay sellers with short and easy to pronounce names were judged as 31% more trustworthy than those with long and difficult names
10/5/2021
6 : 34
🎓 Productize your service
Define, brand, and price your service as if it's a product. You will help people picture what they're getting for their money. Expect sales and satisfaction to increase.
9/28/2021
6 : 34
🎓 People remember print ads better
Print ads are better absorbed by our memory. One week after seeing them, we remember them better than we would digital ads.
9/14/2021
6 : 34
🎓 Simplify your prices
Make the pricing of your product options and extras simpler than your competitors. People will perceive you as fairer and cheaper, even if you are more expensive.
9/7/2021
6 : 34
🎓 Use GIFs or emojis, but not both
GIFs and emojis improve message engagement (eg more attention, less unsubscriptions) and outcome (eg time spent in app). Don't use both at once or the effect backfires.
8/31/2021
6 : 34
🎓 How to respond to complaints on social media
Limit yourself to one informative reply that shows empathy, then take it private (eg email, phone). Multiple public responses can hurt your brand and firm value.
8/24/2021
6 : 34
🎓 Anniversary special: Top 5 insights
Executive summaries of the 5 best insights from Ariyh's first 6 months.
8/17/2021
6 : 34
🎓 Which online channels to prioritize
If your product is hedonic (eg toys) focus on social media and your product page. If your product is utilitarian (eg office supplies) focus on search ads, review websites, and deal platforms.