E356:🎓HOW TO GET QUALITATIVE FEEDBACK ON YOUR SHOPIFY APP, WHEN TO ADD AN ECOMMERCE CHANNEL & MORE!
Boosting eCommerce Sales with Pre-purchase Incentives: A Case Study with Flare
Welcome to another edition of Mentoring Moments. In this session, we'll explore a unique approach to driving eCommerce sales with Flare, a Shopify app that incentivizes customers to pre-purchase products.
Understanding Flare's Value Proposition
Flare allows customers to buy products in advance on eCommerce websites. The main hook? Customers get discounts for planning their purchases. Through A/B testing, Flare has shown conversion rate increases between 20% and 45% when customers have this pre-purchase option.
The Conversion Dilemma: Immediate vs. Advanced Purchases
When customers see a pre-purchase discount but need a product immediately, it can create dissatisfaction. The immediate question arises: Does this harm their perception of the brand? If they feel penalized for not planning ahead, it could sour their entire shopping experience. The challenge is to balance these options without alienating customers who need last-minute purchases.
Collecting Qualitative Data
Quantitative data from A/B testing is valuable, but it doesn't tell the whole story. To understand customer feelings, collecting qualitative data is key. Flare explored the idea of embedding feedback options directly in the user interface. This allows capturing insights from users who decide not to pre-purchase, without needing their email addresses.
Engaging the Emotional Brain
Humans often make decisions based on emotions first and then justify them logically. If customers see a 15% discount for buying two months in advance, it's an emotional win. They can wait, save money, and feel good about the purchase. Adding a sustainability message to this, such as "Help us be more sustainable by buying in advance," offers an additional emotional layer. Not only do customers get a discount, but they also contribute to reducing leftover inventory, benefiting the planet.
Crafting the Perfect Messaging
Flare can test various messages in the buy box, aiming to find the most effective one. A simple sentence variation could significantly impact conversion rates. Adding a modal with more information on the benefits for the customer, brand and environment can also enhance understanding and engagement.
Potential Strategic Partnerships
Flare might explore partnerships with platforms like Nibble, which offer discount negotiation options. Combining technologies could present customers with a dynamic way to negotiate discounts based on how far in advance they purchase. This collaboration could add another layer of engagement and conversion potential.
Conclusion
Flare’s approach to incentivizing pre-purchases offers compelling advantages for both customers and brands. However, balancing immediate and advanced purchase options is crucial to maintaining a positive brand perception. Collecting qualitative data, engaging customers emotionally and crafting perfect messaging are key strategies in achieving this balance. Potential partnerships can further enhance the user experience and drive sales.
Flare represents an innovative step in eCommerce, creating a win-win scenario for businesses and customers alike. By tackling these challenges head-on, brands can build stronger relationships and drive sustainable growth.
For more insightful sessions, be sure to tune into our future episodes of Mentoring Moments!
To learn more, check out the related THE ECOMMERCE EDGE Podcast episode below: