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Imagine a store. A person walks in, picks up a product, examines it, even puts it in the cart… and leaves. This is exactly what most first clicks in advertising look like.
You’ve spent your budget, the CTR looks good, the traffic is coming. But there are zero sales. And it’s not because the creative is weak or the offer doesn’t work. The problem is deeper: 92-98% of users never buy on the first try.
The reason is simple: a cold audience always goes through the same path. First, doubts. Then checks and comparisons. And then putting it off for later. Someone looks for reviews, someone watches reviews, someone leaves the product in the cart and forgets.
Your task at this stage is not to “sell at any cost”. The task is different: to make sure that the user remembers you and has a reason to come back.
In this article, we will analyze what exactly you should give a person during the first contact: from social proof and a clear offer to micro-interactions and simple entry points. This does not guarantee an instant purchase, but lays the foundation for future conversion.
A user who sees you for the first time is looking for confirmation that you can be trusted. This is a natural defense mechanism. And it is social proof that becomes the “insurance” for its solution.
Why it matters: According to BrightLocal, 88% of users trust online reviews as much as personal recommendations. If this evidence is not available, the user will easily go to a competitor.
A Nielsen Norman Group study shows that the average user spends 5-7 seconds to decide whether to stay on a website. If they don’t understand what you offer during this time, you’ve lost them.
Why it’s important: simplifying the choice reduces the “cognitive load”. The sooner a person realizes that you can provide them with value, the more likely they are to return.
Thus, social proof creates trust, and clear positioning creates clarity. Together, they form the basis for the user not to forget about your brand and is ready to interact again.
Not all users are ready to buy right away. But if you provide them with useful content, you leave a “trace” in their memory and form an association with expertise. Content becomes a bridge between the first click and the future conversion.
Why it’s important: According to DemandGen research, 62% of B2B customers make a decision after reading 3-7 pieces of brand content. That is, the task of content is not to sell directly, but to build trust and form the basis for repeated contact.
The user may not even notice these details consciously. But they form a sense of convenience and create a positive experience that encourages them to return.
Why it matters: UX is not just about “pretty design”. It’s about the feeling of ease. If the user is comfortable interacting with even the smallest things, they will perceive the brand as friendly and want to come back.
The mistake of many brands is to demand a purchase right away. But a user who sees you for the first time is not yet ready to pay. They need a “small step” that does not create tension and allows them to get to know the brand without risk.
Why it works: small actions create the effect of engagement. The user is not yet a customer, but has already made the first move in your direction. This means that it will be easier for him to return.
Even if the user leaves after the first contact, it is important that they recognize you during retargeting. If the brand “merges” with a hundred similar ones, there are no such chances.
Why it matters: The average user sees hundreds of ads a day. If you don’t stand out and don’t leave a clear associative signal, retargeting turns into “just another banner.”
In tandem, these two principles work perfectly:
The first contact rarely ends in a purchase. It is just an acquaintance. Retargeting is an opportunity to bring a user back into the funnel when they already have an idea about your brand. This way, you can explain the value of the product, remove barriers, and push them to the next step.
At this stage, the user is not yet ready to buy. Your task is to remind them of yourself and give them more information.
Example: After the first visit to the site, a SaaS service shows an advertisement with a customer case, which shows how the product solved a real problem.
When a user is interested but has doubts, they look for confirmation of reliability. It is important to provide just such evidence.
Example: An iGaming platform in retargeting shows videos with interviews of players who talk about their experience and fast payouts.
At the final stage, it is important to give the user a strong argument for acting now. It can be a time limit or an additional bonus.
Example: An e-commerce store reminds you of an item in your cart and offers free shipping if you place an order within 24 hours.
Retargeting is only effective when it is timely. Too fast or too aggressive a reminder can be off-putting, and too late can miss the moment.
Successful timing allows you to keep a balance: the user does not feel pressure, but at the same time receives relevant and appropriate messages from the brand at each stage of the funnel.
The first click is just a handshake, not a signed contract. The user comes to see, evaluate, doubt, and… leave. But this is not a defeat, but the beginning of a dialog.
Your task on the first contact is simple: leave a mark. Social proof builds trust. Clear positioning removes confusion. Content creates a bridge to the next step. Micro-interactions make the experience easy and enjoyable. Easy entry points give you a chance to attract even cold leads. And a recognizable brand ensures that the next time you meet them, they will say: “I remember them.”
Next, retargeting comes into play. This is not a “catch up with a banner” but a return strategy: warm up, give evidence, and press. This is where the fate of most of your potential customers is decided.
The winner in marketing is not the one who knows how to attract clicks, but the one who knows how to build a path from curiosity to trust. And the first contact is only the first step on this path.