Library

A UK field experiment with 110,000 drivers found that a 40% lower price increased the electricity that drivers bought through an app by 117%. About half of that increase came from drivers who left other payment apps.

When an AI chat recommended a book, 61.2% of people chose it. When the same book was only first in a list, 22.4% of people chose it.

A test with more than 20 million customers found that a discount chosen for each customer increased revenue by 4.5%. The new method sent small or large discounts. It did not send the same medium discount to all customers.

When day care centers in Israel added a small fine for late pick-up, late pick-ups almost doubled. They stayed high after the fine was removed.

In an MIT test, students wrote the last two digits of their social security number before they bid on products. Students with high numbers bid 216% to 346% more.

At a car wash, a 10-stamp card with 2 free stamps was finished by 34% of customers. An 8-stamp card with no free stamps was finished by only 19%, although both needed 8 washes.

In a store test, 24 jams brought more people to the table, but only 3% bought. With 6 jams, 30% of the visitors bought.

In a restaurant test, one mint with the bill raised tips by about 3%. Two mints raised tips by about 14%. One mint plus a second one offered as a personal extra raised tips by 23%.

A lender in South Africa mailed 53,000 loan offers. A photo of a woman raised loan take-up by men as much as a large rate cut. Fewer example loans also helped.

An audit of 2,241 US companies found that the average reply to a web lead took 42 hours. Firms that replied within one hour were nearly seven times as likely to qualify the lead.

When a Hershey's Kiss cost 1 cent and a Lindt truffle cost 15 cents, 73% chose the truffle. When both prices went down by 1 cent, 69% chose the free Kiss.

In a classroom test, a print-only offer at the same price as print plus web made 84% of students choose print plus web. Without that offer, only 32% chose it.

In a clothing catalog test, a dress priced at $39 sold more than the same dress at $34. It also sold more than the dress at $44.

A field experiment at a large US online retailer tested 4 ways to choose add-on offers. Items that customers already buy together won, and a learned policy promised 35% more revenue.

A field experiment with 1.5 million Uber riders tested apology emails after late rides. Only apologies with a $5 coupon raised later spending.

An Airbnb field experiment offered guests a $25 coupon for a review. Reviews went up by 53% and ratings became more honest, but total sales did not change.

A field experiment at a German online store showed a pay-later option at checkout to random shoppers. Sales went up by 20%, mostly from more buyers.

A 2-year field experiment with 9 million Wayfair shoppers tested personal product rankings. Purchases went up by 2.4%, and returns went down.

Airbnb hosts who used a free AI pricing tool cut prices by 5.7% but earned 8.6% more per day. The sellers who needed it most used it least.

In a 2-year field experiment, small firms that asked customers for feedback earned 62% more revenue. Customers they never asked also spent more.