The majority of brands start warming up their customers by outlining the functions of the product.
But.., what if you began by describing the sensation of having already used it? The true conversion magic takes place there.
Future Pacing: A motivating psychological factor
This strategy, known as future pacing, capitalises on a potent psychological principle, where buyers are far more inclined to commit if they can already envision how your product will benefit them. You paint the “after” what life will look like in thirty days and then let their imagination take over.
Rather than stating, “We assist you with managing your skincare,”
Say something like, “Your confidence returns, your breakouts disappear, and your skin is radiant in 30 days.”
The effect on retention and onboarding
Future pacing during onboarding, when executed correctly, can:
- Boost motivation in the early stages
- Lower dropout rates
- Make onboarding feel like a change in identity rather than a setup.
And also just excite customers to think ahead…
Here’s a real life example:
The Ordinary
The Ordinary’s product pages and onboarding emails are excellent examples of future pacing. They depict what your skin might look like after regular use rather than merely listing ingredients.
That’s future pacing, and it’s why their onboarding journey converts millions of users each year.
Copy you can steal:
“30 days from now, your skin is glowing. Your inbox is under control. Your routine is effortless. And it all started here.”
Use it in your welcome email, product page, or even in the subject line of your first email.
Steal our Onboarding hacks here: Get Yours!
