Empowering Shoppers to Try Before They Buy with TryNow

Thinking about offering try before you buy to your customers? Discover how to get started and best practices for building and optimizing trial programs.
December 19, 2022
by
Rachel Cantor
Tydo logo and TryNow logo with a calendar and a box moving along the dates

We all love to shop. There’s nothing quite like the in person shopping experience: browsing a store, grabbing clothes off the rack, schlepping 10+ items into a fitting room, putting on a mini fashion show, and walking away with two to five all-star items. 

Online, you can’t have that kind of shopping experience without first committing money to a purchase. But, TryNow is changing that. 

Founded by Benjamin Davis, TryNow enables ecommerce merchants to offer try before you buy. They’re on a mission to transform the online shopping experience and empower shoppers to find the products they love. 

In March 2021, they raised a $12M series A from Shine Capital, Craft Ventures, SciFi VC, and the founders of PayPal and Plaid, among other investors. Now, they have partnerships with brands such as Cynthia Rowley, Farm Rio, Cuup, Mara Hoffman, KOIO, and more

We sat down with Claire Hosinski, head of growth strategy at TryNow, to get the scoop on the try before you buy opportunity for Shopify (and Shopify Plus) brands, and much more. 

“We’re using new technology to let you do the oldest thing in the shopping book: use all your senses to see if you like something, and then decide if you want to shell out for it.” 

Is Try Before You Buy Right For You?  

The try before you buy model isn’t for everyone. Hosinski thinks about it on a spectrum. On one end, there are brand verticals that are a no-brainer for TryNow, such as apparel or accessories. On the other end, there are everyday consumables (like toilet paper and paper towels) and very high-dollar, potentially custom verticals (like engagement rings and cars) that don’t typically make sense for this model. 

Everything else? There’s usually a way to craft a try before you buy experience that can delight your shoppers. It depends: 
  1. How innovative is the brand? 
  2. What’s the consumer demand for a trial program? 

TryNow won’t turn down a brand that reaches out to them directly with exciting ideas about providing a trial program in their industry—even if it’s a new vertical. In terms of the types of trial programs, it ranges. In some categories, the items are highly resellable (apparel); in others, online retailers already have sampling capacity, most notably beauty. Think about the number of times you’ve ordered from Sephora and a mini product arrives in your package. 

How do you know if the consumer demand is there? 

Some ecommerce brands just know that their shoppers will respond to the opportunity to try: they have a high-quality product that wins over loyal customers. Others run landing page tests, or manually facilitate a trial program with VIP online shoppers. Afterward, they’re ready to go full speed on try before you buy with TryNow. One of the best parts? TryNow makes the whole offering easy to stand up and doesn’t do long-term contracts, so you can turn on or off a trial program at any time. 

“More and more brands are implementing try before you buy programs as a way to differentiate themselves and win loyal shoppers. And this is causing even more brands to reach out to us and consider a program because they’re just seeing it everywhere.” 

What does a Try Before You Buy Program Look Like? 

For brands that aren’t selling consumables (think: apparel, footwear, and accessories), there’s no need to change your business model. You might change your abandoned cart emails, product launches, or how you interact with returning shoppers. It’s a strategic shift. 

“Most of the time you don’t have to change your operations, fulfillment, or product,” says Hosinski. 

However, some brands, like those that sell consumables, choose to get creative. Snif, a candle and gender-neutral fragrance brand, launched with TryNow as a partner and a try-before-you-buy offering, totally revolutionizing the scent industry. 

How does it work? Snif sends out full-sized fragrances and samplers. You use the sample during your 7-day trial, and only pay for the full-size bottles you choose to keep. When Snif launched candles in 2021, they rolled out votives for their trial program. Similar to the fragrances, customers could light and burn them during their trial and decide which scents they liked and wanted to keep—the first burn-before-you-buy experience was born!

“This trial went beyond what you can do in the store. In-store, you can only sniff a candle. Here, you can light it and experience it,” explains Hosinski. 

“What you’re changing is how you talk to your customers and how you engage with different audiences.” 

How Does TryNow Work?  

TryNow is a simple ecommerce platform, and the functionality is incredibly simple. 

On the product detail page (PDP), TryNow adds a “try before you buy” option right next to or below the “add to cart” button. 

In the cart, TryNow reminds customers that they owe zero dollars upfront. And the checkout experience is nearly identical with two small exceptions. They always include that “zero dollars due today” message, so the customer remembers they don’t owe the brand anything. 

And when the customer fills out their payment information, TryNow ensures their credit card doesn’t get charged until the end of the trial. 

Finally, they remind customers of the trial window. It begins when their package is delivered. The customer only pays for what they want at the end of the trial. 

“We make a super small copy change, reminding customers that they owe zero dollars upfront, and it’s incredibly powerful.” 

How does TryNow Impact Inventory and Return Rates? 

Brands often worry about inventory stock levels with TryNow—removing friction boosts conversion, and with more items out on trial, there's less on the shelf. However, TryNow explains that the impact isn’t felt the way a brand might anticipate because of the faster inventory cycles. A standard return policy—for most brands—is around 30 days. For other brands, it’s around 60-90 days. This means items come back on day 15, day 22, or day 40.TryNow orders are back in the mail by day 7—shortening the time items are out with customers. 

“When you have a trial program, you’re effectively shortening your return window without making the shopper feel like you took something away,” notes Hosinski. 

For instance, for a seven-day free trial, TryNow typically sees shoppers mailing back products around day four or five—assuming the customer is home to receive the package. In this case, a trial drastically reduces the time an item spends away from a warehouse.  

As the number of items leaving the shelf increases, the rate at which they come back is ~50-75% faster than it is with returns. So, inventory isn’t necessarily an issue; TryNow keeps an eye on it and works with each brand to remain flexible. 

Some brands set parameters. “Brands come to us and say, ‘If I drop below this inventory level, I want to disable my trial button,’” adds Hosinski. “That’s no problem at all.” 

All in all, inventory isn’t an issue, as most brands prefer to get items back sooner, especially if they’re a brand with a ton of seasonal selling or unique short-run products. 

Plus, TryNow always reminds brands that trial orders might only make up for 10,15, or 20% of the business. Shoppers are still buying items the normal way. 

It’s normal to go from, say, a 20% return rate to a 26% return rate for the business overall when you’re running a trial program. This is because the trial orders have a considerably higher return rate. As a brand,  you have to be okay with more returns if it means acquiring more customers and providing a better experience in getting your product out there. 

“The extra conversion and revenue you’re driving offsets the incremental return cost you’re experiencing,” says Hosinski. Those incremental returns are an investment in the shopper experience and shopper acquisition. 

“If you have a 7-day return window, people would find that outrageous. But, if you have a 7-day free trial, people are excited to try, and are still willing to get those products back to you within 7 days.” 

Try Before You Buy Best Practices 

 Running an effective try before you buy program boils down to how you craft and message it for your brand to your unique shoppers, and target shoppers. 

To get started, TryNow dives into 
  1. The brand 
  2. The shoppers 
  3. The business goals 
Then, TryNow asks 
  1. What channels do you want to focus on? 
  2. What shopper audiences are you trying to reach? 
  3. What products or campaigns do you want to push? 
  4. What actions do you want your customers to take? 

They take a look at the creative that’s already been planned, and then TryNow layers trial and risk-free messaging on top. They a/b test that creative against what already exists to see how it performs.  

“We don’t over-index on the free trial. We lean on your product and brand. At the end of the day, to bring in high-intent shoppers, your message has to be about building trust.” 

What’s the Impact of Try Before You Buy? 

Different brands have different goals for their trial programs, and will therefore focus on and see improvement in different KPIs. 

In general, brands are focused on one or more of the following: Conversion—which TryNow can help boost by eliminating uncertainty; Acquisition costs—which can come down with more effective marketing, leveraging TryNow messaging; Net Average order value—which can increase as shoppers try more items, especially in categories like apparel; and lifetime value—which can increase as you help guide shoppers who are either new to your brand or new to certain product lines through a delightful shopping experience. 

Jack Mason—a premium men’s watch brand—is a TryNow partner who’s found great success using their platform. “TryNow ads produced a ROAS 2.43x larger than other ads. These ads have broken convention by delivering from the start! The CTR for TryNow is almost 2x compared to our other ads in the same period,” said Peter Cho, director of creative and marketing at Jack Mason. 

SHEFIT is another TryNow partner. “Two goals for our TBYB program were improved conversions and increased share of wallet and that’s exactly what we’ve seen,” says Michelle Zeller, CMO at SHEFIT. “TryNow conversions are >2x better than our standard 2.9x conversion. Additionally, we’re experiencing a greater share of wallet with our shoppers trying – and keeping – more apparel beyond our hero products. An added bonus is the exceedingly competent Trynow team. Outstanding service!” 

Additionally, trial programs lower CAC and increase the potential of a higher average order value (AOV) for new customers. They increase the potential of a higher LTV because TryNow makes it easier for customers to discover new products, buy more, and deepen their relationship with the brand.  

“At its core, try before you buy works well for new shoppers because it reduces friction and uncertainty,” says Hosinski.  

“When people can try more, they can experience more, and they will find more to love. They’ll have a good experience with your brand. They’ll come back time and time again.” 
Checkout our roundup to learn:
  • What to pledge
  • How to improve
  • Which tools will set you up for success

Dale Wilson

Partnerships Manager,
adQuadrant
Resolution

I think the most important thing brands can do in 2023 is to better manage their customer data—both ethically and effectively. There’s an opportunity for brands to know their customers better than ever before—a clear benefit for both the customer and the brand. When you manage your data correctly, you’ll create stronger and more personalized ads, creative, site experiences, and so much more.

Tip

This is a classic: Let the data guide you. Go where the buyers for your products are and communicate with them on a personal level (i.e. by persona and funnel position) and nurture those relationships (past, present, and future customers). It’s possible—all through data.

Tool

It's an honest tie between Gorgias and Klaviyo. Both tools have amazing plans for 2023 and beyond, and I'm looking forward to seeing the impact both have on their clients this year.

Shawn Khemsurov

Co-founder,
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We recommend that Shopify brands analyze and update their websites using data-driven decisions. Using analytics tools such as heatmaps and scrollmaps can help brands better understand how customers are interacting with their store.

Tip

Store owners tend to make assumptions about the way customers interact with their website. Most never go back and analyze their design choices to find pain points or areas of opportunity. By using heatmaps and scrollmaps, they can see where real customers are clicking and concentrating their attention. Leveraging this data, brands can start to iterate on design and make their online store experience streamlined and intuitive.

Tool

Hotjar provides a simple way to implement heatmaps, scrollmaps, and recorded user sessions on your site, helping you acquire incredibly informative user data. Additionally, it gives you the ability to create on-site surveys, which allows you to obtain direct and often critical feedback from users about their experience.

Katelyn Glass

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Resolution

Test various attribution models and analyze the impact on your business. At Fifty Six, we are always here to help our clients identify and optimize their approach—a critical step in any successful marketing strategy.

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If I’ve said it once, I’ve said it a million times–Customer Lifetime Value. And even more importantly, Future Lifetime Value (FLTV). With the ever-growing importance of first-party data, it is crucial that brands take a good look at their CRM and FLTV metrics.

Tool

OrderlyEmails is our go-to tool for transactional emails. It helps us level up our brands’ email aesthetics with customizable, quick-to-implement Shopify templates.

Lately, I’ve been really interested in Smile.io’s loyalty platform. Their UX is fantastic for teams with low bandwidth!

Tom Rees

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Resolution

Stop allocating budgets to low-hanging fruit that doesn’t move the needle on conversion. Think about what’s really going to improve your CX and the return of undertaking different initiatives—not just on what’s top on your list of bugbears on the site!

Tip

One of the best ways to understand your customer behavior is by using HotJar. Their heat-mapping and screen recording tools shine a light on where customers are navigating to and from on your site, where they're rage clicking and experiencing frustration, and where conversion is dropping off within real life customer journeys and flows!

Understanding your customers’ pain points via data and analytics , will allow you to work with your CRO/CX Agency to solve customer frustrations and improve conversion.

Tool

Rewind backs up all product, customer, and order data for Shopify sites—essential since Shopify itself doesn’t provide this solution. It's saved so many of our clients time and money from administrative accidents.

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Jimmy Aristizabal

Partnership Manager,
TalentPop
Resolution

33% of customer service inquiries are pre-sale questions. What does this mean? If you’re not investing in customer service, you’re missing out on revenue-generating opportunities.

Tip

The benefits of elevating your customer experience:

  • 10% to 25% increase in AOV for customers who engage with live chat pre-purchase
  • 21x higher conversion rate for customers who reach out via Live Chat or SMS compared to other site visitors
  • 87% of customers who have a great customer experience will make another purchase
  • 72% of customers share positive experiences with 6 or more individuals
Tool

Gorgias is our favorite Helpdesk platform. They can reduce costs by 35%, primarily by decreasing the average ticket handle time. Their machine learning algorithms are trained on millions of ecommerce-related interactions across Gorgias’ customer base and provide accurate, automated replies for the most common ecommerce inquiries. This helps our agents resolve tickets faster, which provides the customer a seamless experience.

Jessica Grossman

Founder and CEO,
In Social
Resolution

Trust your agency! Agencies do the same things across multiple brands and niches, so we see the trends and have the practice and experience!

Tip

Don't be afraid of data and insights. If customers aren't clicking on your emails, try a new CTA. If your ads are driving good metrics at a small spend, start scaling. If your customers are complaining about a product, look into QA! If the data tells you something isn't working, let it go and try something else!

Tool

I'm supposed to say Tydo, right? 😉

Rikin Diwan

Chief Growth Officer,
soona
Resolution

Double down on differentiation. There will be a lot of headwinds this year and standing out from the crowd will set you apart.

Tip

A picture is worth 1,000 words. A video? Probably millions. In ecommerce that value translates into engagement, acquisition, and retention—everything you need to impact your bottom line.

At soona, we've seen the we've seen the impact of creative and the continuous split testing of it yield results. Our resolution is to challenge ourselves and double down on innovation and creative optionality so that each brand we work with can distinguish themselves in a crowded sea of D2C ecomm. We'd love to see our brands share this resolution and keep pushing the creative limits.

Tool

Klaviyo. We're using it to power our email and newsletter at soona too!

Shayna Silvers

Director of Marketing Strategy,
Absolute Web
Resolution

Optimize your returns strategy! This can lead to valuable customer insights, enhanced user experiences, and increased revenue and customer loyalty.

Tip

Brands need to dive deeper into understanding their customers to set themselves up for success. Conduct research to gain insights into customer needs, preferences, and behaviors. By doing so, you can develop targeted strategies that will enhance customer experience and boost overall retention.

Tool

Right now I would say Gorgias. Having a good customer service tool is crucial to building strong customer relationships.

Wes Buckwalter

Resolution

Start paying heavy attention to data, specifically around retention. We see a lot of effort put towards acquisition with the assumption that once someone buys, they are your customer forever. Instead, get to know your customer, understand their needs, and analyze their behaviors once they are on-site and judge their sentiment after they have visited. Work with a retention focused and data-driven agency to implement tools that contribute to repeat business and customer delight. It will pay dividends.

Tip

When surveyed, about 80% of ecommerce merchants think that they are delivering a great experience to their customers. However, when the same customers are surveyed, only 8% of those customers think that they are getting a great experience from the merchant. Now, more than ever, retaining loyal customers is an essential part of any online business and you should spend time with your customers to judge their experience with your website and products and offer improvements based on that feedback.

Tool

Tydo's report cards are an essential tool, along with Klaviyo for email and SMS, Recharge for subscriptions and memberships, Okendo for reviews and surveys, Rebuy for AI driven collections and upsells, Loop for self service returns... each tool is great on their own, but their strength as the ultimate tool comes from when they are used together!

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It's free because we believe everyone should have access to the basics.

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