Most businesses rely on a combination of organic search, email marketing, and social media to drive in new customers, but few rely on one platform to such an extent that it completely changes the game for them.
That platform is Google Ads.
Having a reliable platform for driving traffic to your site is essential, and there are multiple benefits to having a Google Ads account, but one of the most significant is the ability to create a free trial.
Why a Free Trial Is Bigger Than You Think
It’s fairly common for digital marketers to jump to the conclusion that a trial is a bad idea, considering that most customers won’t actually pay for the service.
However, the opposite is true. If you want to grow your business successfully, you should totally consider creating a free trial.
The reason why you should care about a free trial is that it gives you the opportunity to engage with potential customers in a way that is mutually beneficial.
For instance, you can add a discount code that gives these customers some added incentive to try your product, or you can add a free trial that allows them to try your product for free.
Customers like the idea of a free trial because it makes them perceive your business as a trustworthy brand. It gives them the chance to explore your product or service and find out how it works without any risk or investment.
Also, consider that many customers don’t trust businesses that they’ve never tried. In order to gain trust, you should consider offering them a free trial. In other words, the risk of losing a customer is usually high and the cost of gaining that customer is relatively low. It’s a great opportunity to try and you should definitely take advantage of it.
How to Create a Free Trial
Now that you have a basic idea of what a trial is and why you should create one, it’s time to talk about how you can go about doing so.
First off, consider the type of product you’re offering. Do you have an eCommerce store that sells clothing or accessories? If so, you can use Google Shopping to create a unique product catalogue for your customers.
What’s more, you can use Google Merchandise, which is an extension of Google Shopping, to create pop-up displays for your storefront. These are similar to slide decks that you may see in a presentation, but instead of being constrained to visuals, you can use the power of Google to display any form of content.
The best part about these solutions is that you’re not stuck to the Internet: you can use your Google account to log into your Shopify, Big Commerce, or WooCommerce store and create a pop-up display, or even sync one across multiple channels.
Make It Easy For Potential Customers To Try Out Your Product Or Service
Another crucial step to creating a successful free trial is making sure that your potential customers can’t easily avoid it.
In other words, you want to make sure that they don’t simply hit the delete button on your email, or ignore the nudge that your affiliate partner gave them to try out your product.
There should be no risk in trying something new, and that’s what your free trial is there for – to eliminate any fear that your customer may have about committing to buying your product or service. Make sure that you communicate the trial period clearly on your website, social media, and in your emails. Even better, consider adding a special message to the emails you send to new customers, announcing the offer, and including a link to your free trial.
Make Sure That You Do Tha Right Thing With Labels & Conditioning
Giving a free trial is not as easy as it seems, because there are multiple things that you need to keep in mind. First of all, you need to consider what actions you’ll take, and more importantly, what labels you’ll assign to these actions.
For example, you can give customers the option to opt-in for your mailing list, and you’ll also need to decide whether you’ll send them regular emails, or if you’ll send them special offers once they subscribed. You’ll want to create separate email lists for these two groups, and make sure to tailor the contents of each email to entice the reader to take the desired action.
Depending on how long you need your customer to be a part of your mailing list for, you can also create a timer that will gradually reduce the discount that they receive, until it reaches zero. Similarly, you can condition them to gradually increase their consumption of your product or service, by offering a free trial.
Make Sure That You Measure The Right Thing
Measuring the right thing, and more importantly, measuring it consistently, is crucial if you want to create a functioning free trial.
For instance, you may want to consider using a mobile app that can easily gather usage data, like UserTesting.io. With this app, you can record specific actions, like how many times a customer visited a specific page, or how many times they clicked a link, and create custom metrics, like Average Order Value and Cost Per Acquisition.
These metrics can help you determine the profitability of your trial, and whether or not it was successful in terms of generating revenue.
Make Sure That You Keep Things Light
Last but not least, make sure to keep things light during the trial period. You don’t want to frighten off your customers with, “Hey, you subscribed to our mailing list, and here’s a secret – this is how we’re going to gouge you next time we want to sell you something.”
Of course, you need to communicate the new prices and terms to your customer at some point, but that should be handled differently, with clarity and honesty. Consider using a blog post, or an email, to educate your customers about the changes, and make sure that you provide them with sufficient notice so that they have enough time to make the necessary preparations.
Your free trial should be an extension of your brand – something that makes you, as the business owner, feel good about what you offer. You’re providing customers with a free option, which may not sound like a good idea, but in actuality, it can be one of the best things, because you can then communicate to them, via your unique brand voice, why your product or service is special, and what sets it apart from the rest. Creating a free trial is a useful tool for any business, big or small.