Our e-commerce company, Rugby Bricks, made one adjustment to our best-selling product line.
We changed the colour to red.
Daily sales went up by 812% from the previous year.
Virgil Abloh, an American fashion designer who worked with Nike, Louis Vuitton and other household brands, described this phenomenon as the 3% rule: create something new by only changing a process, a product, a perspective, etc. by 3 percent.
In his words:
“The result is advanced, yet still acceptable, satisfying our natural interest in novelty and change while maintaining familiarity.”
McDonald’s understands this. There are over 80 different flavours of McFlurry’s in the world.
Apple understands this. They’ve released 38 different iPhone models.
Novelty keeps consumers interested and coming back.
Notes:
This is easy to say when you have product market fit.
Companies that have already established themselves can differentiate or improve their existing products for huge returns.
Not all of us are this lucky.
If you are starting out, here is our in-depth guide to running pre-sales for a new product for those who haven’t found a product market fit.
A small product tweak drove huge results for us. If you’re ready to explore the power of marketing adjustments that can bring in more revenue,
let’s connect.
Contact us here: K&J Growth
For more insights and tips, connect with us on LinkedIn: K&J Growth
Make sure to check out our Co-founder on LinkedIn too: Kale Panoho
