These ads are designed to hit some targeted subpopulation and persuade a small percentage to do something. These are things designed to make our individual lives better, easier, and happier. And, because they do, we buy more, we keep buying, and we tell our friends to buy. This includes the need for trial, trust, ease, information, and the perception of importance. Trial is what drives the supermarket sample industry.
Research suggests that one out of five people who sample a product go on to buy it.
Users want to try something before they commit their time and money to it. Demo-version software, floor models, and changing rooms are all examples of companies meeting their users' need for trials. Online, you need to give product tours or demo versions and have a good return policy, or your users will go somewhere that has them. Trust is crucial for users, especially online. Trust includes privacy and security concerns, as well as the belief that orders will be delivered on time and that you'll get important information when you need it.