Ariyh by Thomas McKinlay – The Science-based Playbook of Ecommerce Optimization

Get your Ecommerce store up to date

In recent years, scientists from the world’s best universities have discovered hundreds of improvements for Ecommerce businesses.

For example, their scientific findings tell us how:

• Long to wait before asking for a customer review (Jung et al., 2022)
• To easily make products look more attractive (Sharma & Kumar, 2022)
• To frame promotions so that they convert better (e.g. Zane et al., 2021)

But only very few giant businesses (e.g. Amazon, Walmart) have the teams of PhDs, time, and money to analyze and apply these discoveries.

So everyone else is left to rely on biased opinions, sketchy “$ecr€t tips to +997% sales”, or has to reinvent the wheel themselves – wasting precious resources.

This is absurd. So we fixed it.

Presenting: the latest, most useful, scientific discoveries to optimize your Ecommerce store, in a simple, practical Playbook.

What’s in the Playbook

• 74 Ecommerce recommendations, based on the latest scientific research.
• Practical instructions on what to optimize and why, with examples.
• $2,200 and 1,200+ pages worth of research papers, summarized.

No fluff and straight to the point. Everything is condensed in just 48 pages.

Created in collaboration with Stefano Puntoni, Professor of Marketing at Wharton Business School (arguably the best marketing school in the world).

How to use it

Use these recommendations to prioritize your optimization experiments, or as a guide when creating a new Ecommerce store.

Always try to test these changes on a small scale before implementing widely. Differences in the context of your business can make these effects unexpectedly weaker or stronger.

A (non-exhaustive) list of the areas the playbook helps you optimize:

1. Product images and videos
2. Stronger social proof
3. Messaging and descriptions
4. Loyalty and retention
5. Promotions pricing and framing
6. Collecting reviews
7. Driving customer referrals
8. Reducing product returns
9. Turning complaints into sales

What you should not expect

• None of that ‘marketing guru’ sketchy advice. This is published, peer-reviewed science.
• No decades-old techniques that everyone is using. Only the latest discoveries.
• No vague, hard-to-apply principles. These are specific practical instructions.
• No filler content. Short and straight to the point. Bullet points, tables, and short examples.
• Not a beginner’s guide. These are professional, high-performance optimizations.

About Author

About Ariyh

• Ariyh turns the latest science in marketing into 3min practical recommendations. You can join 20,000+ evidence-based marketers getting new insights every week here – at no cost.
• And I am Thomas McKinlay, the founder of Ariyh. Before starting Ariyh in 2020, I was a product marketer at Google. I found it crazy how slowly we put to use the latest discoveries from the brightest scientists in the world, so I decided to do something about it.
• ARIYH is an acronym for Academic Research In Your Hands

About Thomas McKinlay

Hi, I’m Thomas. I’m the founder of Ariyh.

Before Ariyh, I was a marketer at Google and at several startups. I’m a marketing grad of Rotterdam School of Management, Erasmus University, where I also worked as a research assistant.

I’m a science nerd. I enjoy spending days grinding through dense scientific research papers to extract the key bullet points that matter, and that you should apply.

That puts me in the position to close the gap between business and science. So that’s what I intend to do. And this is just the beginning.

More courses from the same author: Thomas McKinlay