Warby Parker is a custom eyewear company. Understandably, one of their bottlenecks is the friction of someone buying something for their face without actually knowing what they'll look like in it.
So how do you get someone to buy glasses without trying them on?
Answer: No, you don't. Instead, you let them order a few samples and give them a few days to have enough fun with one of them.
Warby Parker free samples
Image via Warby Parker
If the customer keeps all five for five days, they will be charged. So, aside from a few damaged returned items, there is little risk.
Why is this a great strategy?
If they keep the samples, they become customers, and if they don’t, you still have qualified leads for your business. Notice how they start the process with a quiz that helps them gather information about each customer for further lead nurturing in case they return the samples.
Helix is another one that uses the same approach, but this time extends the time to 100 days!
Helix Sleep Test
Image via Sleep Spiral
After the first 30 days, customers have the opportunity to try out the product – literally sleep on the mattress – for almost a third of a year.
The reason for this first month is that mattresses take a few weeks to “break in.” So gs and expectations fantuan database also help. Customers know that the mattress may not feel perfect at first, but it should in the near future.
Otherwise, they get their money back. Again, if people keep the product, they will become customers, but even if they don't, the brand still gets a lot of potential customers through this strategy.
This is one ecommerce lead generation strategy that works for all types of brands. For example, if you sell SaaS subscriptions, you can offer a free trial. Or, if you offer services rather than products, you can provide free consultations.
The goal is to attract potential customers by offering something for free and convert them into customers by satisfying them with your products or services.
Nearly two decades ago, researchers used a jam study to find out what happens to sales when customers are given more purchasing options.
Initially, presenting more options to customers (in terms of products, variety, etc.) brought more people to the booth than when they had fewer varieties on display.