Since 2010, Experian, most known for their credit reports & identity theft protection, has been advertising a front-end offer where you can get a $1 credit...View More report by enrolling in a trial of their credit tracker which is currently a 7-day trial that converts to a $21.95 per month subscription. Below are three Facebook ads focusing on their the $1 offer, followed by their home page, which clearly shows how the offer is the number one priority in their marketing.
$1 Report Offer (Facebook Ads) from Experian Swiped in January 2016
Your credit score is an important number when it comes to financial qualification, but most people are already aware of that. That’s why Experian only hints at “why” it’s important & instead focuses primarily on getting it quickly & finding out how good your score is. It’s an example of why you need to be in tune with the sophistication of your audience. If they’re already well aware of why they need something, it’s a waste of time to focus on it.
Whenever there’s something we have a big desire & curiosity to know about, stressing that you can get the information “now” is always a strong driver. We hate not knowing the secret right away. That’s why Experian emphasize finding out “now” in all of their ads.
When you have a killer front-end offer, people are going to look less into the stipulations and requirements vs. if they were just focusing on service itself. Experian mentions you’ll be enrolled in a trial of the credit tracker, but the flash of the $1 offer takes the focus of it.
If you’re advertising something where a person ranks or gets a score, you may want to try putting a score in the ad that’s “good” or “bad” like Experian did. It creates a frame where the person wonders how they compare to that number.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of experian.com below.