Episode 107 Thomas McKinlay, founder of Science Says, on cutting through marketing “snake oil” with evidence

In this episode, we interview Thomas McKinlay, founder of the Science Says newsletter, about what biases can be applied in ecommerce decisions. Thomas walks us through lots of evidence-based insights, like where to place prices, how charging a small fee is better than giving something for free, and why online retailers should handwrite thank you notes.

Episode Highlights

11:04 – 12:21

Research shows video ads under 10 seconds drive 40% higher website traffic. In an age of short attention spans, brevity is a rational way to respect the viewer’s time and boost engagement.

20:23 – 22:20

Instead of offering a "free" bonus, charging a token amount like one cent can increase sales by 17%. This shift in focus makes the customer evaluate the immense value of the discounted item.

32:15 – 33:48

Including a handwritten thank-you note in e-commerce orders can double future spending. This human touch builds sincere loyalty, provided it isn't undercut by a pushy promotional offer.