Increasing product trials

| ENCOURAGING TRIAL

The trial step is all about turning browsers into first-time buyers. This stage is critical for transforming awareness into discovery, consideration, and ultimately, action. By offering incentives, special deals, and compelling value propositions, brands motivate consumers to experience their products firsthand.

To encourage product trials for new or existing offerings, CPG brands should center their marketing efforts on:

• Educating consumers beyond initial awareness about the value your products add to their lives.
• Promoting exclusive trial offers or discounts to incentivize customers to make their first purchase. 
• Creating easy digital paths to purchase your products at their preferred retailer, where consumers are more likely to try something new. 

You have the power to accelerate the path to trial! It’s time to infuse this knowledge into your organic and paid marketing efforts. Use your pixels to build a trial-level audience for future marketing campaigns. Gain the data and insights you need to target trial experiences effectively.

When consumers transition from simply recognizing your brand to actively trying your product, it establishes powerful first impressions that drive sustained sales growth over time. More on that shortly. 

| BUILDING A TRIAL AUDIENCE

Consumers in the trial stage are actively evaluating their first purchase. Although they’ve progressed further down the sales funnel, some skepticism might linger. This is the perfect time to convert them into loyal, repeat buyers. Driving them to reliable purchase paths—powered by updated inventory and links to trusted local retailers—can eliminate barriers like broken or out-of-stock links. A reliable, positive introduction to your brand lays the groundwork for long-term customer relationships. 

Pixeling your Store locator or Shoppable PDPs helps you create an audience of high-intent shoppers for retargeting. During the trial stage, focus on guiding these shoppers from research to purchase. Use your Store Locator or PDPs to educate your audience about your product and provide easy paths to buy at their favorite retailers. Both information-driven and impulse shoppers respond to this approach.

To boost new products or limited edition trials, use first-time checkout rebates. Limited-time deals and discounts attract more shoppers and encourage purchases. Adding rebates or coupons directly on your shoppable Landing Pages lowers the risk for price-conscious buyers. You can link these pages across channels to seamlessly cross-promote, reaching new customers and building audiences to engage in future marketing campaigns.

Check out this case study on how one brand used Pear’s rebate option to run A/B tests and increase trials on a new product launch.