When Free is Most Profitable: Using Free Offers to Sell Premium Products
Free is an incredibly powerful tool when utilized strategically. Contrary to assumptions, targeted free offers can actually boost conversions of premium paid products substantially. While freebies erode profitability when used imprudently, smartly crafted free samples, content, and trials remove friction while qualifying customers.
This guide will explore proven best practices for structuring free offers to maximize their impact when selling digital products, SaaS, and premium services. Let’s examine how free offers, when carefully optimized, can become one of the most profitable elements of a savvy marketers toolkit.
The Powerful Psychology Behind Free Offers
Free triggers persuasive psychological responses that explain its outsized influence:
Free Attracts Attention
The word “Free” stands out in a sea of offers. It piques curiosity while lowering risk, making free ideally suited for cold audience acquisition.
Free Connotes Value
Audiences make positive assumptions about the quality and usefulness of free items. They infer that valuable products are being given away.
Free Inspires Sharing
The recipient of free value feels inclined to share and promote free offers. This generates word of mouth distribution and viral reach.
Free Drives Commitment
Free offerings get users invested in your products and more likely to purchase access to full functionality. Free drives momentum.
Free Gains Goodwill
Brands offering free value are perceived as generous and customer-focused, building goodwill. The “reciprocity effect” makes users want to give back.
Free Lowers Risk
Free promotions let customers safely experience benefits for themselves before paying. This reduces barriers substantially.
When aligned to business objectives, these psychological effects make free promotions incredibly potent.
Common Goals of Free Offers
Well-constructed free offers target one or more of these key goals:
Free items attract wide new audiences previously unfamiliar with your brand. Giveaways build visibility and buzz.
Encourage visitors to exchange contact info for access to free value. Lead generation is a top conversion goal.
Gauge level of interest using free assessments, catalogs, demos etc. Separate curious browsers from buyers.
Get users actively engaging with your product through time-limited free trials and freemium models. Increase product stickiness.
Illustrate what customers gain by upgrading through free samples of premium features and content. Overcome resistance.
Reward loyal customers with free bonuses, gifts, and perks to continue delighting them post purchase.
The more focused the intent behind free promotions, the better their impact. Align free offer design to concrete goals.
Most Effective Types of Free Offers
Certain free offer formats are ideally suited to specific conversion goals:
Offering compact yet high-value free downloads like ebooks, templates, guides, and tools in exchange for opt-ins builds email lists and warms leads.
Provide excerpts, chapters, or articles from premium paid content to demonstrate quality and value. For knowledge products.
Time-limited full access or freemium models reduce barriers to onboarding users quickly. Remove payment hurdle initially.
Free initial consultations, quotes, or analyses help qualified professional services leads experience value first-hand before purchasing.
Temporarily unlocking paid features, removing usage limits, or extending expiration dates creates urgency to upgrade.
Giving existing users bonuses for referrals incentivizes word of mouth promotion to trusted friends.
Matching free offer types to campaign goals ensures maximum impact.
Optimizing the Offer Headline
Your headline makes a first impression. Follow principles that stop scrolling readers:
Lead with “Free”
Placing free first attracts attention instantly. Free offer headlines convert up to twice as high when leading with the word.
Convey limited availability or access through power words like “Exclusive”, “For a Limited Time” or “VIP”. Impart urgency.
Focus on Value Received
Summarize the tangible takeaway the audience gets in the headline before describing the item. Emphasize benefits.
Target Emotions Over Logic
Trigger desire by emphasizing outcomes over features. For example, “Calm Your Anxiety in 30 Days” rather than “30 Day Meditation Course”.
Use Brackets or Parentheses
Visually bracketing key details helps rapid skimmers absorb critical info. For example, “Grab Your Free Sample [Limited to First 500 Signups]”.
Compelling questions engage readers. For example, “Want a FREE Copy of My Bestselling Book?”
Limit to a Single Sentence
Keep headlines focused. Multiple convoluted sentences fail to hook attention in scrolling feeds.
A strategic headline that stops scrolling makes a world of difference for clickthroughs.
Landing Page Best Practices
Beyond a headline, optimize every copy element on the landing page to boost conversions:
Clarify the Value Proposition
Explain clearly what the user gets, why it helps them, and the compelling benefits they’ll gain in concrete terms. Don’t rely on generic descriptions. Spell out the value.
Feature short testimonials detailing how others benefited from redeeming the free offer to build trust. Social proof drives opt-ins.
Add Media – Images, Videos, Charts
Visual content breaks up text, engages the brain differently, and makes pages more scannable for readers. Multimedia boosts free offer conversions notably.
Reduce Friction with Smart Forms
Only ask for essential info, pre-populate fields when possible, and confirm the email address to remove potential data entry errors slowing users down on forms. Minimize steps.
Note any limits on offer duration or available inventory using timers and progress bars. People prefer to join nearly complete opt-in lists vs empty ones.
Communicate what happens after opt-in so leads know required next steps. Will the item be instantly downloadable or emailed? Include clear CTA buttons.
Highlight Secured Payment
For paid trials especially, display security seals. Clarity around safe payments reduces shopping cart abandonment substantially.
Optimizing each page element improves user experience, trust, and conversions.
Gating With Gradual Engagement
Rather than providing everything free upfront:
Lead With Your Best Content
Give a taste of incredible value that hooks users instantly. For example, share the most compelling chapter rather than full book. Hold back remaining value to upgrade.
Sequence Free Content
Share a progression of free items over time using automation, each offering additional value. This repeatedly engages users. For example, send one new lesson from a course daily.
Gate With Surveys
Before accessing free tools, ask short qualifying questions to segment users. Frictionless yet gathers invaluable data.
Gate With Quizzes
Pose quick knowledge quizzes before accessing more advanced free content to gauge readiness and qualify leads. Creates buy-in.
Require free signups permitting gated access. This captures critical contact information for re-engagement. Minimize form fields for higher conversion.
Gate With Referrals
Give exclusive early access to new items in exchange for sharing or referrals to increase viral distribution. Powerful incentive.
Strategic gating balances free value provision with gradually collecting insights on user intent and qualifications.
Optimizing Trial Offers
Time-limited free trials powerfully reduce friction for users to experience your product. Optimize trials by:
Carefully Select Trial Length
Analysis shows trial lengths between 7 to 14 days convert best for SaaS products. Long enough to demonstrate full value, but short enough to create urgency.
Require signup With Minimal Data
Just collect essential contact info, password, and payment details to instantly access trials. Avoid lengthy profiling.
Auto-Enroll at End
Auto-enroll users at the end of trials to paid plans and simply notify them unless they opt-out. This exploits the power of defaults.
Highlight Time Remaining
Display time left prominently within the product interface. Email alerts on remaining time as well. Impending expiration triggers action.
Offer Coupons Before Expiry
If users haven’t upgraded yet, provide special discount codes by email to give a last chance for conversion.
Make Payment Frictionless
Streamline payment into a few effortless clicks. Eliminate unnecessary confirmation steps. Match trial payment details.
Limit Access After Expiry
Downgrade non-converted trial users to a very limited freemium version with key limitations to prompt upgrades.
Carefully constructed trials heavily influence conversions to paid plans.
Referral programs amplify organic word of mouth by rewarding sharing. Tactics to encourage referrals include:
Give Referrers Free Extras
Reward existing customers who refer new users with free add-ons, bonus subscription time, or gift cards.
Provide Referral Discounts
Give discounts off purchases to both referrers and referees. This incentivizes referrals on both ends.
Require Referrals to Access Content
Initially gate premium content behind a referral requirement. Once referrer quota met, open access.
Enter Users Into Contests
Automatically enter those who refer others into contests to win exciting prizes, gift cards, or grand prizes.
Notify Referrers of Conversions
Send alerts to referrers when referees they’ve referred convert to paid plans to encourage further referrals.
Gamify the Process
Track referrals on dashboards. Assign point values for different actions. Recognize top advocates.
Promote on Thank You Pages
After purchase, promote referral programs on thank you pages while excitement is high. New customers likely to participate.
Referrals convert up to 5X higher than traditional leads. Incentivizing referrals powers growth.
Evaluating Free Offer ROI
Diligently assess performance of free offers:
Code Tracking Parameters
Tag links to free offers using UTM codes or URL builders to identify traffic sources, registrations, and downstream conversions in analytics.
Tie Back to Campaign Goals
Analyze using conversion funnel reporting whether offers are achieving KPIs like email signups, engagement, referrals etc. relevant to campaign objectives.
Monitor Conversion Rates
Calculate opt-in, download, trial start, and conversion rates at each stage to isolate underperforming pages or offers. Look for drop off.
Review Cost Per Acquisition
Factor in costs of paid ads, giveaway items, and delivery to determine if campaigns generate desired customer profit margins post-acquisition.
Ask for Feedback
Survey users who did and didn’t convert from free offers to identify gaps in messaging, positioning, or offer structure.
Correlate With Revenue
Analyze whether periods promoting free offers correlate to positive gains in revenue, new customers, lower churn or other key metrics.
Ongoing optimization is key to maximize free offer profitability long-term.
Balancing Free and Paid Elements
Be cautious not to go overboard with freebies:
Scarcity increases perceived value. Don’t over expose customers to free offers which erodes your premium brand.
Require Clear Commitment
Ask users to complete forms, surveys etc. in exchange for free access to gauge engagement levels. Make them work slightly for offers.
Drip Feed Over Time
Rather than making everything free upfront, release a progression of free content over time. This repeatedly engages users while maintaining control.
Restrict Advanced Functionality
Intentionally limit capabilities, integrations, usage amounts etc. on freemium models to keep premium versions packed with advantages.
Charge Small Fees Where Possible
For example, offer discounted SaaS plans vs. fully free. Even a few dollars a month improves stickiness.
Reduce Dependency on Free Traffic Sources
Diversify lead generation sources beyond only free channels like organic search and social media. Balance with some paid media sources.
While incredibly powerful when used correctly, free must be complemented by premium paid elements.
When aligned to business strategy, free can become one of the most profitable tools for acquiring customers, generating leads, and promoting premium products. But random free giveaways erode brand value over the long-term.
By following the best practices in this guide around intentional design, messaging, and promotion, you gain maximum leverage from free without sacrificing margins. Get creative with free samples, content, trials, and other incentives while also continually improving based on hard data.
Wield free offers as true competitive weapons. Turn free into profit.
- 1 When Free is Most Profitable: Using Free Offers to Sell Premium Products
- 1.1 Introduction
- 1.2 The Powerful Psychology Behind Free Offers
- 1.3 Common Goals of Free Offers
- 1.4 Most Effective Types of Free Offers
- 1.5 Optimizing the Offer Headline
- 1.6 Landing Page Best Practices
- 1.7 Gating With Gradual Engagement
- 1.8 Optimizing Trial Offers
- 1.9 Promoting Referrals
- 1.10 Evaluating Free Offer ROI
- 1.11 Balancing Free and Paid Elements
- 1.12 Conclusion