Launch a gift-with-purchase campaign
Use this playbook when the campaign promise includes a free gift after a qualifying purchase. A GWP campaign has several layers that must agree: Ad / campaign promise → landing-page explanation → Jurni gift eligibility → Shopify price or discount → final cart / checkout. If any layer disagrees, the customer can see the right message and still get the wrong purchase result.Before you build
Confirm the actual commercial rule:Step 1: configure the commerce truth first
For a Shopify campaign, make sure the gift product exists and is available for the intended flow. Configure the actual method that makes the gift free in Shopify or the discount system your store uses. Jurni can manage the supported gift-selection and qualification logic, but the customer should not reach checkout with a paid gift when the campaign promises a free one. Use the Help Center’s Gift with Purchase guide for the exact current controls.Step 2: decide when the visitor should learn about the gift
A GWP can play different roles: Primary campaign hook: if the ad itself is about the gift, repeat the qualification clearly in the hero or first screen. Purchase accelerator: if the campaign is product-led, introduce the gift near the product decision rather than making the entire page about it. Threshold motivator: if the gift unlocks after a spend threshold, explain the threshold close enough to the purchase area that the shopper knows what they need to do.Step 3: build the page message around one clear rule
Step 4: make the qualification understandable at a glance
Less clear: “Unlock a complimentary gift.” Clearer: “Spend $75 and choose a free travel-size cleanser.” If the qualification is subscription-only, say that plainly. Use only the actual rule your checkout supports.Step 5: don’t let the gift overpower the product
A GWP can increase attention while weakening product value if the whole campaign becomes “buy anything for the free thing.” The page should still explain why the core product matters, what the customer is buying, and why the gift makes the offer more attractive.Step 6: QA qualifying and non-qualifying carts
Test at least:- A cart that should not qualify.
- A cart that does qualify.
- Removing the qualifying product or dropping below the threshold.
- Gift variant and quantity.
- Gift price in cart and checkout.
- Subscription versus one-time when the rule depends on it.
- Mobile.
- Relevant Shopify market / currency when applicable.
Step 7: test the message, not the mechanics
Once the offer works, good experiment ideas include:- gift mentioned in hero versus near product
- product value first versus gift first
- gift image prominent versus compact offer badge
- qualification explained in headline versus supporting copy
What good looks like
A shopper should be able to answer:- What is the gift?
- What do I need to buy to get it?
- Is there a quantity limit?
- Does purchase type matter?
- Is the gift actually free at checkout?