Description of teaser ads specifics not for marketing specialists but for entrepreneurs from the specialists of online storefronts operator Digital Forest
When aeronauts first said that aircraft was the future of transportation, some very competent specialists and well-respected gurus called them dreamers. They justified their skepticism with detailed theoretical statements, attempting to persuade all—including the same adepts of aircraft—that it couldn’t work and that people didn’t need airplanes because there were regular and reliable trains.
Similar battles are taking place nowadays in online marketing.
Leading authorities on advertising debate about the potential of teaser ads, their effectiveness and capabilities to withstand in contextual struggle. Some even claim that teasers are inviable and that the context will occupy the whole market.
When discussing advertising mechanisms, intelligent marketing specialists and advanced customers are talking about the early prognoses of demand up to individual SKU. And this is true as much as that trains are good and reliable.
But there is another truth: planes nowadays can fly around the world! So I would like to talk about the other truth regarding online marketing. These are teaser ads.
How does teaser advertising work?
For clarity of how teaser ads work we will view the ‘old’ science example - merchandising.
We can start from the observation of consumer behavior in large shopping centers and the things merchandisers do to stimulate them to spend.
‘Greedy monkey’ mode is a key to our success.
How often can you see weird people in supermarkets that are carrying lots of things in their hands, on shoulders and in other ways, but at the same time are without baskets, trolleys and other comfortable carrying containers? What does it say?
It says that the buyer came to the shop planning to make a small purchase for which a basket isn’t even needed. But the competent work of merchandisers switched a person into ‘greedy monkey’ mode.
How do merchandisers induce people to make unplanned purchases?
A long time ago when, e-commerce was only a dream or didn’t exist at all, quite advanced people were busy with projecting UX but separately. Then they built malls, some large and some small.
If nowadays e-merchants are striving to offer the clients a purchase ‘in two clicks’, retailers on the contrary have an absolutely different task – to confuse a buyer. It is necessary to make a person walk a long way so he can find what he is searching for only at the end. On the way to his target, he is supposed to purchase everything that catches his eye. At the end of his route, it is possible that he won’t buy what he had planned to, but it is not important now.
Why does it work? Because the main motive of purchase works here and it’s an impulse! The impulse is impossible to be calculated or predicted, but it can be studied and followed.
Teaser advertising is an example of merchandising technologies on the Internet
To urge the buyer to make impulsive purchases, we provide him with a long route to his target. One example is long rows in supermarkets. A long way to a target is a basis of e-commerce as well. Bright signboards with offers on the left and right are teasers.
Would you like the numbers on impulse buys? Here they are: 80% of purchases are made by impulse, 20% of them are planned. The consumer doesn’t buy ‘the 30th pair of pants,’ he doesn’t need them. But he buys on emotion. Impulsive purchases directly result from teasers! Let’s talk in more details how this works.
The crater of sales. How does it look?
Displaying of your teasers. The index fully depends on the teaser nets you are working with.
CTR % is a correlation of displaying numbers of your teaser before transferring to the landing page. A huge impact here has a technicolour that attracts attention to the sets of teasers.
Consider, for instance, a situation in which you need to sell a simple item like a garden hose.
Now you have to create a teaser that will lead to a high CTR. It means to attract visitor attention in order that he will see it and react, choose your teaser and click it, transferring to your site.
So let’s create a teaser:
Is it showy? Will we get a high CTR? Of course, you are right! Why not always do that?
But another question is to what extent it is showy. What kind of consumers do we attract using this approach? Will those who are really interested in garden hoses make a purchase?
CR is a correlation of transferring numbers to order landing that came in CRM. In the given example, CR will be low. Why? Because the visitor who reacted to the teaser will feel the same as if he’d bought a bright bottle with the label ‘Pure health,’ and later found it to be a dubious mixture of beer, coke and kefir. Absolutely, he didn’t expect this from such an alluring label.
How to make the visitor buy?
For this purpose you will need to follow a few criterions:
A good teaser!
An offer with wow-effect
Qualitative pictures, videos
Only one targeted action – to order.
Coming to the landing, the visitor reads a short preview, sees the product and the possibility to order – not more or less. No other distracting factors.
Income. What is needed to receive money teasers?
The main thing is to meet the client’s expectations. This is observed in the example with the hose.
The point isn’t to ‘scare’ the impulse, since it is easy to do - you know it yourself! A man is in a state of sleep, and he doesn’t likely need what you are selling but he buys on emotion. It means that a great deal of details, questions, wrong intonation, delays and going into more details will wake the customer and he will simply set aside a product. Be careful about the service.
Summary and recommendations
What is necessary to do?
1. Select the right product which is worth $20 or more, what you think the customer can spend without ‘waking up.’
2. Create a set of teasers. It is better to have more than 10 teasers per product. In a week it will become obvious which are effective. The more teasers you create, the more traffic you will get, because the target audience is also heterogeneous and different forms of attracting attention allow you to ‘catch’ more people and get more transfers. In making teasers, creativity is less important than statistics.
3. It is better to entrust teaser creation to a teaser net as they have a base of teaser-makers. It means that teasers will be created not by the same person that minimizes subjectivism and personal components.
4. Make the landing and analyze its effectiveness.
5. A teaser must include information that stimulates to click it as well as to have a correlating page with a product on it after transferring.
6. It is crucial to react to orders within 10 minutes of applying.