Next time, do it as we want you to!
Why it may be worth to be patient with your offer
There are plenty of promos and call-to-actions that companies want us to engage with.
The problem is that in majority of cases they make these offers at the very beginning of a customer journey.
Before the customer does their goal action.
🍔 If I open a food delivery app I have neither time nor desire to explore tons of proposals. I want to choose my burger of the day and pay an order asap. Time is money, especially on a lunch break. All extra stuff is just irritating distractions. 👎🏻
However, once I’ve done my goal action (made an order) – I feel what? Right, relief and satisfaction! I anticipate my dream burger and check my order status every couple of minutes.
⭐️ Sooo… this seems like a much better spot to make a super offer! It wouldn’t irritate that much as I have more time for actually reading extras now. As a result, better click rate and higher client’s engagement in what you expect them to do. 👍🏻
Disclaimer: sure, it has its cons, e.g. the much lower # of impressions, especially in products with long and infrequent cycles. So be careful, this strategy may not always be applicable.
Summary:
If you want to get more qualitative attention to your offer → consider moving it to the end of customer journey, after user completes the goal action and get satisfied with the job done.
It may work especially good at the ‘waiting’ stage, for example:
while user awaits their order and checks the courier arrival time (delivery, e-commerce, foodtech)
while user awaits their funds to be sent and checks the status (fintech)
while user awaits their review to be published and checks the updates (e.g. travel tech) etc
Note that this strategy applies rather to products with short and regular cycles.