Google Ads: Educating Users to Reduce Churn

The problem:

Wix users who created a Google Ads campaign via Wix were expecting immediate and significant results. Once they didn't get them, they often stopped their campaigns and canceled their Google Ads subscription.

The solution:

We wanted to teach our users that:

1. Campaigns take time until they show results.

2. Paid ads can bring people to their site, but they're not enough to convert visitors into customers. For best results, their site should be optimized for conversion as well.

To do that, we added a success modal that appears after users launch a Google Ads campaign:

In this content-heavy modal, we did 2 main things:

1. Set users' expectations, letting them know they should give the campaign time

2. Give them tips on how to improve their site to increase conversion

The results:

The modal significantly increased users' conversion rates and reduced churn, benefiting both the users and Wix.