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Benjamin Davis is the CEO of TryNow (https://www.trynow.io/​), Try Now, Buy Later software for Shopify Plus brands.After directing a D2C fashion brand, Benjamin spotted a gap in the market for a Try Now Buy Later model and decided to create a software solution for his problem.


I'm joined today by Ben Davis, who is the founder of Try Now.

Ben, tell us about your background and how you started in Ecommerce?
I was running a direct-to-consumer apparel brand, we were on Shopify Plus and we wanted to offer a “Try at Home” model. We had really soft material, incredible garments, and just figured we have so much confidence in our product we wanted to get it into mobile app development service as many homes as possible. We thought if we allow people and allow shoppers to try this product at home, to see the fabric, see the fit, see the style from the comfort of their home they’ll love it and they'll pay for it and they'll keep it. And for that there was no software that existed, so we built TryNow to enable any D2C brand to offer a Try at Home model.


How have you grown the company to date?
There's been inbound there's been outbound, at core we've built out a small sales team but it really comes from referrals.

We launched a business, and the growth that we drive for our brands is very significant.

And so we've really built out a strong community of folks that really understand the Try Home model and want to see it grow.



What type of results from people who have implemented the software have you seen? And how do you think it improved to move the needle on Conversion Rates, Average Order Value and Return on Ads Spent?
So, at its core what we do is you can really boil it down into two things: We drive more orders and we drive bigger orders.
So basically, any dollar that's spent on marketing that doesn't promote a Try before you Buy offer, from my perspective it leaves money on the table. Let’s take apparel business for instance, more orders would be if 100 people come to the site and three people convert, maybe we can get four people to convert. More orders manifests itself in a higher conversion rate, decreased CPAs, increased return on ads spend.

On the bigger order side, we increase AOV and we don't care so much about gross AOV which is what they ordered but we care about what they kept, which is the net AOV after returns.


Are you seeing any positive metrics on retention as well?
Yeah, absolutely. We actually just did an LTV analysis for one of our brands, and it's been live for 18 months now. So we were able to look at the LTV on a six month basis, a 12 month basis, and an 18 month basis. And so at the 18th month time mark the LTV of TryNow shoppers are 37% higher and that's driven by both AOV increases but also frequency.
In many ways, we talk about more orders and bigger orders. We increase conversion rates by a minimum of 20% and we increase Average Order Value after returns by a minimum of 30% to 40%. LTV is the metric that we also really care about and we can move that significantly but it comes down to differentiating your shopping experience. Brands have really differentiated products and how can you create a shopping experience that is as differentiated as the product itself? And if you do that, you drive repeat purchases, you're really competing for share of wallet in many ways.
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