Marketing scenario
What this scenario gives you
More first orders, better new visitor conversion, and stronger control over customer acquisition cost than a permanent site-wide promotion.
Popup or form with a welcome code for new visitors without purchase history, shown after engagement with the offer.
When it is worth using
- stores with many new users from ads
- brands that need a stronger reason for first checkout
- categories where first purchase is a trust barrier
When to skip it
Do not show the welcome discount to existing customers, people who already used a code, or visitors who just arrived and do not yet understand the offer value.
Implementation plan
How to set it up
Identify the new visitor
Conditions should exclude customers with purchase history, existing subscribers, and visitors who already received the welcome code.
Wait for interest
Show the discount after a second page view, product scroll, category time, or exit intent. Immediate discounting lowers price perception.
Make the code easy to use
After accepting the offer, show the code and cart link or apply the discount automatically. Less manual effort means a higher chance of first order.
Acquisition
A welcome discount should buy the first decision, not every click
In practice, wait for a signal: second product view, category scroll, return from an ad, or exit attempt. Then the discount reaches someone considering purchase, not every random visit.
- Exclude customers with order history.
- Do not show the discount to people who already have an active code.
- Set a minimum cart value if margin requires it.
Copy
The copy must frame the first purchase, not a generic promo
Welcome framing works best: code for first order, starter gift, bonus for new customers. It separates the scenario from a generic seasonal discount.
- Name the first-order condition clearly.
- Show whether the code applies to the full cart or selected categories.
- Do not combine several benefits in one popup.
Rules example
Show the welcome code after intent, not on arrival
For a new ad visitor, show the discount after 30 seconds on a product or after a second page view. If it appears in the first second, you pay with discount before the shopper sees store value.
- Condition: no purchase, no active code, at least one interest signal.
- After CTA click, save the code and do not show the popup again.
- Measure first order, margin, and later customer return.
Measurement
What to measure after launch
Evaluate the scenario by shopper behavior and cart impact, not by impressions alone. These metrics help you see whether the campaign supports revenue or only creates activity.
- first orders
- popup conversion rate
- CAC after discount
- first-cart margin