“Adding Try Before You Buy completely changed how we think about conversion. It removed the biggest friction point for our shoppers, which was the question of ‘what if it doesn’t work for me?’. Our Try Before You Buy PLP converts 2 times higher than comparable pages.” — Vipu Siva, Director of eCommerce at Alleyoop

Alleyoop leveraged Try Before You Buy (TBYB) to drive new customer acquisition, increase conversion rates, and reduce checkout hesitation.

About Alleyoop

Alleyoop is a clean beauty brand dedicated to simplifying beauty routines with multi-functional, high-performance products. Their mission is to shift the focus from your beauty routine to living a beautiful life, offering time-saving solutions that combine multiple beauty functions into single products. Their award-winning products are clean, vegan, cruelty-free, eco-conscious, and travel-friendly, designed for modern, on-the-go lifestyles.

Current Challenges

Multi-Functional Product Skepticism

Many customers remain skeptical about multi-functional beauty products, questioning whether a single product can truly deliver the same results as multiple specialized items. This skepticism creates hesitation when customers consider making the switch to Alleyoop's products, like their 4-in-1 makeup pens or multi-purpose brushes.

Texture and Performance Uncertainty

Unlike traditional single-purpose products, customers can't easily predict how multi-functional formulas will feel, blend, or perform across different applications. A product that works as an eyeliner might feel different when used as a lip liner, creating uncertainty about the overall user experience.

Higher Price Point Justification

Multi-functional products carry premium pricing compared to individual basic products. Customers need to experience the convenience and quality firsthand to understand the value proposition of "doing more with less."

Limited Physical Retail Presence

As a digitally-native brand, Alleyoop faces the challenge of conveying the tactile benefits of their products online. Customers can't physically test how the 4-in-1 pen feels in their hand or experience the convenience of their travel-friendly designs.

Their Solution? Try Before You Buy

Alleyoop launched a data-driven TBYB program with TryNow to address these challenges. With TryNow, Alleyoop was able to address price justifications and questions about product efficacy.

Program Structure:

• Choose up to 5 full-size products
• Try for 14 days 
• Keep something? Returns are free. Return everything? Just a $10 fee.

Implementation Strategy:

Alleyoop leveraged various entry points into Try Before You Buy to optimize for conversion.

Product Pages

• Try Before You Buy Button
• Try Before You Buy Collection Page hyperlinked underneath

Try Before You Buy Cart Converter

• Try Before You Buy Button within the cart

Try Before You Buy Collection Page

Try Before You Buy Embedded Within “Find My Shade” Quiz 

“The impact on conversion from the Try Before You Buy program was immediate. We started seeing conversion rates climb above 14% on our Try Before You Buy PLP, more than double what we typically see on similar journeys. The TryNow team worked closely with us to build entry points that fit our brand and our shopper experience. It completely reshaped how we approach conversion.” — David Manshoory, Co-Founder/COO at Alleyoop

Results from Try Before You Buy

•  More first-time customers: Over 87% of TryNow orders came from first-time shoppers.
  
  • TryNow proved especially effective at converting new customers who may have been hesitant to commit upfront.
  • By lowering the initial barrier to purchase to $0, Alleyoop helped give shoppers the confidence to check out and let their products speak for themselves.

• Increased conversion: By leveraging TryLinks, Alleyoop was able to drive 2-3x improvements in conversion:
  
  • TBYB Collection Page CVR: 14.29%  
  • Find My Shade CVR: 8.59%

• Higher net lifetime value (LTV): TryNow customers delivered a 41.9% higher Net 6-Month LTV compared to Buy Now customers.
  
  • Net LTV: $52.62 for TryNow vs. $36.16 for Buy Now

Conclusion

Try Before You Buy drove step-function change in the way Alleyoop brings in and converts customers, solving the main hesitation shoppers had on-site of “will this product work for me?” Shoppers who came through the program had 41.9% higher net LTV and TryLinked entry points saw conversion rates up to 14.3%. In addition, 87% of TryNow orders came from new customers, proving that TBYB is the key growth lever to acquire new customers without carving into margins.