Thomas from Ariyh - 🎓 How to encourage pre-orders
🎓 How to encourage pre-ordersIf your launch is far away, use free gifts rather than discounts to encourage pre-orders (in one experiment they were 125% more effective). If it’s less than a week away you can use either.New to Ariyh? Join 7,016 evidence-based marketers for 3min insights 💡 based on research 🎓 to grow your business 📈 If you find these insights useful please share them with your colleagues and friends, Ariyh grows thanks to you! Today’s insight is brought to you by… Storyblok Curious as to what a Headless CMS really is? We got you! In less than 5 minutes, Storyblok teaches you about the main differences between a headless CMS (eg. Storyblok, Contentful, Prismic, ...) - and more traditional CMS like Adobe Experience Manager, Wordpress, and Sitecore. Read on to learn what's best for you. Want to sponsor Ariyh? Here’s all you need to know. 📝 IntroPre-orders help you understand your product’s demand and make the most of the launch time buzz - when you already have attention on your product. But unless a product is likely to sell out (be careful with using scarcity, you may anger customers), there are few reasons to pre-order rather than buy when it’s launched. So we need to offer incentives. These mainly come in two categories:
Which of the two is most effective? It depends on how far out your launch is and what your product is. Let’s take a look. Previous insight: Short, easy names are more trustworthy (All insights here) Free gifts encourage pre-orders, even if the launch is far awayImpacted metrics: Customer acquisition 📈 RecommendationOffer pre-orders before launching your product to maximize sales. For short-term pre-orders (e.g. 1 week) you can use either free gifts (e.g. an additional item, a sweepstake) or a price promotion (e.g. 25% off, get a $50 coupon for your next purchase). For long-term pre-orders (e.g. 9 weeks) stick to free gifts, they are much more effective. If your product appeals mainly to rationality (e.g. efficient solar panels) stick to a short-term pre-order time. Products that appeal to emotions (e.g. video games, designer clothes) are less sensitive to long launch time frames. Try to generate as much launch buzz as possible during your pre-order window (e.g. collect early shoutouts and testimonials, pre-launch events). 🎓 Effects
(Effect of pre-order offers on purchase intentions of a DSLR camera - Click to zoom in) (Pre-orders of a Halloween pastry at a bakery, 3 or 21 days before customers could pick up their order - Click to zoom in) New here? Subscribe for the latest marketing research 💡 from top business schools 🎓 in 3min practical insights 📈 🧠 Why it works
✋ Limitations
🏢 Companies using this
⚡ Steps to implement
🔍 Study typeOnline experiments and a field experiment (on pre-orders of Halloween-themed pastries at a bakery). United States 📖 ResearchMukherjee, A., Smith, R. J., & Burton, S. (September 2021). The effect of positive anticipatory utility on product pre‑order evaluations and choices. Journal of the Academy of Marketing Science. 🏫 AffiliationsThe School of Business, Portland State University; College of Business, University of Wyoming; and Walton College of Business, University of Arkansas. United States Remember: Because of the groundbreaking nature of this paper, it could be disproven in the future (although this is rare). It also may not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight? Want to sponsor Ariyh or ask a question? -> Reach out at thomas@ariyh.com Want to boost your tactics with the latest evidence? -> You can ask for Personalized Recommendations. New to Ariyh? -> Subscribe below or read other 3min marketing insights here |
Older messages
🎓 Short, easy names are more trustworthy
Tuesday, October 12, 2021
eBay sellers with short and easy to pronounce names were judged as 31% more trustworthy than those with long and difficult names
🎓 Productize your service
Tuesday, October 5, 2021
Define, brand, and price your service as if it's a product. You will help people picture what they're getting for their money. Expect sales and satisfaction to increase.
🎓 People remember print ads better
Tuesday, September 28, 2021
Print ads are better absorbed by our memory. One week after seeing them, we remember them better than we would digital ads.
🎓 Simplify your prices
Tuesday, September 14, 2021
Make the pricing of your product options and extras simpler than your competitors. People will perceive you as fairer and cheaper, even if you are more expensive.
🎓 Use GIFs or emojis, but not both
Tuesday, September 7, 2021
GIFs and emojis improve message engagement (eg more attention, less unsubscriptions) and outcome (eg time spent in app). Don't use both at once or the effect backfires.
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