Marketers have been working for decades to reduce shopping friction:
- We’ve tried free shipping
- We’ve tried PayPal/Amazon checkout so shoppers don’t have a create a new account
- We’re tried free returns
- We’ve implemented services like Klarna and Affirm to break large payments into smaller chunks
I’ve seen something new. It’s a service called TryNow. The way it works is this: they add a TRY FOR FREE – $0 button right below your ADD TO CART button.
My TryNow Review
Converting the living room into the fitting room reduces friction. Your shoppers checkout for free and only pay for what they keep.
According to TryNow site, their service does the following:
- 22% higher conversion rates
- 63% higher average order values
- 76% higher return on advertising spend
Here is how the button looks:
Here is how they explain the service when “Learn More” is clicked in screenshot above (bottom right corner):
In the short term
Novelty Effect will cause a significant boost. There is something about a button like TRY FOR FREE – $0 that’s impossible to ignore:
It short-circuits our brains. We expect to pay today, that’s how retail has always worked, seeing an alternate feels like a cheat code.
Reducing friction causes a lift in conversions. This is universal and not very shocking. But what marketers forget are the dangers of over-marketing.
What’s over-marketing? The job of a marketer is to drive awareness and gently nudge. When applied at a subtle level marketing is super powerful. But marketers don’t know how to do anything in moderation. We always go over and that’s when start backfiring. A great example, if you increase your email frequency 10% you’ll see a 10% lift. But keep on increasing frequency and one day you’ll end up losing your entire mailing list.
So, getting back to TryNow. In the long term, I am 100% confident this service will increase return rates. It’ll do one more thing: reduce buyer satisfaction.
You see, the magic of having a price-point is that it creates a buffer between discovery and purchase. It creates a little breathing room for the shopper. It allows them to get excited. In a restaurant here is a 15-minute gap between reading the dish description on the menu and seeing the item on your plate. That’s the romance of life.
We need to give the shopper time for their System 2 to be a little activated. Not full, maybe, but a little. Otherwise, when they receive the item their System 2 will be like, “God damn man, are you stupid?”.
TryNow Review Summary
This is an interesting concept. Long term, I’m not sure how things will play out.
I know what you’re thinking, “if this TryNow service works there will be nothing to improve. After all, once you remove friction from buying what’s left?“
About Frictionless Commerce
We’ve been thinking about online buyer psychology for the last 11 years. Why do online shoppers behave the way they do? Does a product that is objectively better than the competition always win or does buyer perception matter most? We’ve learned some fascinating truths.