Paywalls without free options, text-only menus, PMax and standard shopping combined, Google Authenticator

Fast marketing tactics we’ve spotted around the web

Get inspiration for your next growth experiments. Here are 4 fast marketing tactics we found this week:

Remove the “Free” button from your paywall.
Feature descriptions and testimonials (but not images) in your ecommerce menu.
Combine PMax and standard shopping to scale one product.
Implement Google Authenticator for signups.

1. Remove the “Free” button from your paywall

What’s the tactic?

Remove the “Free” option on your paywall. Keep only an X at the top of the paywall for users to exit.

What was the result?

This led to 2x more sales for Steve Young.

Source: Steve P. Young on LinkedIn

2. Feature descriptions and testimonials (but not images) in your menu

What’s the tactic?

Feature category names and descriptions, plus a testimonial, in your ecommerce menu. Leave out images.

What was the result?

Adding category descriptions and a testimonial led to an increase of $0.77 in revenue per session, and $151,192 per month when Oliver Kenyon applied this tactic for his client. This layout also significantly outperformed a variant with images that was tested at the same time.

Source: Oliver Kenyon on X

3. Combine PMax and standard shopping to scale one product

What’s the tactic?

Target one product (group) with both a Performance Max campaign (full assets) and standard shopping campaign (high priority). The standard shopping campaign will then get a lot of cold traffic, and the Performance Max campaign will retarget this cold traffic. Combine the results from both campaigns for analysis.