Initial Situation:

We launched a new product and aimed to boost its downloads.

Strategy:

To promote the new product, we placed a prominent top bar on our website encouraging visitors to download it for free.

Results:

• Increased Downloads: The free download offer successfully attracted many visitors, leading to a notable rise in downloads for the new product.
• Decreased Revenue: However, this shift came at a cost. The revenue from our existing product fell because many visitors opted for the free download instead of purchasing.

Challenges:

• Free vs. Paid: Visitors were more inclined to click on the free download link rather than considering a purchase.
• Engagement Drop: After downloading the free product, users were less likely to return to our site, leading to lost opportunities for upselling or cross-selling.

Learnings:

• Balance Free Offers: While free downloads can drive initial interest, they can inadvertently divert attention from paid products.
• Engagement Strategies Needed: We need to develop strategies that keep users engaged after the initial download, encouraging them to explore other products.
• Clear Value Proposition: Communicate the unique benefits of the existing product to help visitors see the value in making a purchase.

Conclusion:

While promoting new products through free downloads can boost initial interest, it’s essential to maintain a balance to protect the revenue of existing offerings. We need to rethink our strategy to ensure sustained engagement and revenue generation.