The wrong choice of triggers often leads to inefficient spending of the advertising campaign’s budget. Instead of optimizing the approach to the audience and refining advertising materials, many websites completely revise the strategy: disable working creativity, change lendings and even refuse promising offers. Although, all you had to do was to analyze the triggers and correctly implement them in the creativity and lendings.
To properly work with triggers in the nutra, it’s not enough to know what they are. You need to have an accurate understanding of the peculiarities of their interaction with specific offers and target audiences. The following actions help to get it.
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Testing with specific audience segments
People in different groups have certain needs. Working with them, it is important to choose the right approach to each group. Some audiences value affordability, while others prioritize quick results. To identify the trigger that is most effective for a particular group, A/B tests are conducted.
Leveraging user emotions
Triggers affect the audience through emotions. For example, a confidence trigger helps users become more confident and get rid of the fear of making a purchase. Be sure to utilize this, try to evoke certain emotions in potential buyers that they will associate with your product.
Timely use
Apply triggers at the right time as they are suitable for certain stages of the funnel. Trust and safety triggers are effective in the early stages of the funnel, while users are still unfamiliar with the offer or brand. In the later stages, result and restriction triggers are more effective.
Personalizing the offer
To make an offer more appealing to users, it should be demonstrated that it is a perfect fit for a specific audience. Information about users’ needs, interests, and behaviors helps to do this. For example, when selling weight loss products, use not one, but several lendings – for people who need nutra to get rid of a few extra pounds and for obese consumers.
Adapt to different platforms
Triggers don’t work on every platform. For example, before-and-after videos and photos will be effective on social media, but will not be effective in email newsletters.
Conclusion
It is important to realize that simply adding a trigger message to creativity is not enough. Each audience segment requires a detailed approach, and the successful use of triggers is based on in-depth analysis and regular tests. This is the only way to achieve a steady increase in conversions and improve the effectiveness of advertising campaigns.
