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  • How I’ve Used The Pratfall Effect

    When I was working on a Pet Food brand in 2020, I came across a great little defensive design (also named The Pratfall Effect) technique in email marketing. Using The Pratfall Effect you can make yourself come off more likeable when you make a mistake. So when I made an email welcome sequence, I realised…

  • Text-Based Emails for Conversational Ecommerce

    Go basic, text-based design for basic communications, especially in Cart abandonment sequences or flows. You want this to feel like a 1-on-1 communication, as per going into a retail store. Who told you brand the hell out of these and over think your strategy by over designing these? I’d opt for something simple and accessible…

  • Steven Bartlett’s Facebook Ads Test

    Steven Bartlett runs 5-20 small-budget campaigns testing thumbnails for future podcasts. Whichever one has highest CTR gets chosen on YouTube. Clever.

  • The Pratfall Effect

    The Pratfall Effect is when someone becomes more likeable after making a small mistake. This idea comes from a study by a psychologist named Elliot Aronson in the 1960s. He found that if a smart or skilled person makes a little blunder, like spilling coffee, people actually like them more. It shows that nobody is…

  • The Labour Illusion Effect

    When we are looking to get value from a high-ticket purchase we tend to see quality in the time something is in our lives. When in fact not all things provide value in this way and we are left a bit underwhelmed with the experience. Say you booking a flight, you jump on Flight Centre…

  • Which Bias Would I Leverage First?

    Got asked the other night at dinner, which lever I would pull first in any business when it came to behavioural science. As this is general advice. I would say Social Proof. The status game gets more and more insane the older I get, so without a doubt that one. But if you are a…