This guide shares best practices for your Try Before You Buy program. While every merchant is different, these best practices apply across industry verticals.
How to roll out your program to drive incremental revenue
Benefits of this approach:
Drives incremental revenue since you can place TryNow in targeted ways
Allows you to use TryNow in targeted ways and expand gradually
Mitigates the return rate impact on your overall business
Phase 1 — Steady and Controlled Flow of Incremental Orders
Days: 0 - 60
The goal of this phase is to generate a steady flow of orders as it allows us to begin gathering shopper feedback
Keep an eye on traffic through TryNow Landing Page entry points and begin driving additional traffic until you arrive at ~5% opt-in.
If traffic is too low, you can increase on-site visibility to the program
We recommend creating a TryNow entry point on collection pages and in your main navigation to begin
TryNow button is hidden on product pages from public web visitors, so we suggest that you pick two program entry points to start.
Many brands start with some of the following entry points because they're proven to drive incremental revenue:
TryNow entry point linked in main navigation — shoppers that seek TryNow out on your site demonstrate an interest in the program and ensure the program is driving incremental revenue
TryNow entry point linked in collection page — meet browsers during the discovery process as they browse collections
If more traffic is required to achieve ~5% opt-in target, add messaging on homepage towards first half of the page
Phase 2 — Launch
At this point, you have a steady flow of orders rolling in, you feel confident that your shoppers love TryNow, and your operations can support the expansion of your program.
You can create additional entry points to drive more incremental revenue:
VIP customers — share TryNow with your VIP customers. The response from this group of shoppers is a great indication of your program's success
Customer experience representatives sharing links with shoppers — in response to questions about your products, your representatives can share TryLinks to allow your shoppers to Try Before You Buy
Email sign-up welcome flow — by dedicating an email to TryNow towards the middle of your flow and inserting TryNow throughout the end of your welcome flow, you can ensure that TryNow sales are incremental
Launch email to your entire email list — brands launch a co-branded launch email to introduce TryNow, powered by TryLinks.
Insert TryNow into evergreen emails — you can add sections to your email templates featuring TryLinks or add TryNow to your header/footer.
Abandonment emails — provide your abandoned visitors with a brand-enhancing offer like Try Before You Buy
Retargeting ads — improve your ROAS with Try Before You Buy campaigns
Phase 3 — Expand and Optimize
Day 180 and beyond
At this point, TryNow is becoming a key growth strategy, so you're looking to create additional program entry points to drive more incremental revenue.
To do so, drive additional traffic to your TryNow landing page throughout your channels.
Listen to customer feedback to refine your program
Some customers may want to try more items, so ensure that your cart limit is high enough to drive a great customer experience
Make sure that your return flow period is long enough to allow your warehouse to process returns. This ensures that shoppers aren't charged prematurely.
Some brands may consider adding a packaging insert to promote the program and drive education around how it works
Set up levers to optimize your program
We recommend looking at your Net Order Value After Returns by # of Units Ordered. You can export your TryNow orders and review this information. What we tend to see is that the Net Order Value After Returns increases as shoppers order more items. Some brands will add a cart minimum to encourage (aka Soft Minimum) or enforce (aka Hard Minimum) shoppers to try [X] or more items. For more info on cart limits, see this article.
Inspiration for TryLink Entry Points
Landing pages serve as the ideal entry point to your TryNow program. By hiding TryNow on your product pages and restricting access through landing pages, you can use them as an entry point to drive incremental revenue. TryNow has a feature that auto-generates a program overview page to make this seamless. Some brands build their own landing page, create a TryLink with it, and their custom page becomes the entry point to the TryNow experience.
Hampden Landing Page
Hampden is driving exceptional conversion rate increases with this landing page
They push traffic to this page with emails (welcome flow, repurchase flows, TryNow campaigns) and paid advertising
This page was built by our partner, HOOX, and a case study can be found here.
Goodlife Landing Page
Goodlife has TryNow attached to most products, but they create highly targeted campaigns around their tees to drive conversion
This page is predominantly used for paid advertising to significantly improve ROAS
Elwood Landing Page
Elwood has TryNow on all products, but they're also creating targeted campaigns around their t-shirt, which is a hero product
This landing page leads with their product and features "Try up to 8 items at home for 7 days with TryNow" in the hero and a "How TryNow works" section towards the middle of the page
Email marketing is where most brands first introduce their program. Some strategies include the following:
Product launch emails
TryNow introduction emails to entire list
TryNow sections added to evergreen emails
For all of these emails, you'll want to use TryLinks to create a high-converting flow. Shoppers that open an email and click on the TryLink will enter the TryNow experience.
Billy Reid Cart Abandonment Email:
Similar to email, many brands will first introduce their program to their SMS subscriber base.
Promoting TryNow and Try Before You Buy in paid advertising is a powerful way to improve ROAS and CAC. Brands that experiment with copy, creative, and targeting consistently find that TryNow outperforms discounts and other offers. We recommend starting with lower funnel advertisements such as retargeting.
Promoting TryNow and Try Before You Buy via influencer generated content is another great way to improve ROAS and CAC. Influencer marketing campaigns offer a dynamic and powerful strategy to enhance customer acquisition. Leveraging the reach and credibility of trusted influencers, brands can tap into a highly engaged audience that aligns with their target demographic.