Наша компания пыталась завоевать американский рынок через низкие цены. Результат оказался катастрофическим. Клиенты не доверяли качеству, а конкуренты начали ценовую войну. Почему демпинг не работает в США?
We found this out the hard way with a client’s email automation when they entered the US market. Their welcome series hammered ‘lowest prices’ messaging - decent open rates but CTR was awful at 0.8%. We A/B tested switching to craftsmanship and customer testimonials instead of price talk. CTR shot up to 3.2%. US subscribers wanted value propositions, not discount spam.
In a past campaign targeting the US market, we faced a similar issue with low CPA bids. American consumers often associate low prices with poor quality, particularly from unfamiliar brands. By shifting our strategy to highlight value and adjusting our pricing to the mid-range, we saw conversions increase by 340%. This not only improved our results but also attracted customers who were more likely to stay beyond their initial purchase.
Working on a SaaS client’s US launch showed me how badly pricing-focused content can backfire. We completely messed up our content strategy by obsessing over price.
When we dug into the user intent data, prospects weren’t even searching for ‘cheapest CRM’ - they wanted ‘reliable CRM for scaling teams.’ Our bottom-funnel content bombed because we’d built everything around saving money instead of actually solving problems.
Once we switched from price comparisons to showing what our product could actually do, our qualified leads took off.
Reflecting on a challenging campaign, we struggled with low engagement when we entered the US market, initially trying to compete on price. Sentiment analysis revealed that Americans perceived us as just a ‘cheap alternative’, which hurt our brand image. We pivoted to emphasize our product heritage and authentic customer success stories instead. This shift doubled our engagement overnight and allowed our lookalike audiences to convert effectively.
Authenticity always triumphs over discount messaging in the US market.