Holiday Tips 2018

eCommerce Couponing Pitfalls and How to Avoid Them

Written by Samuel Gomes on September 20, 2018 Build your business.

Everybody loves coupons – but too many coupons and discounts devalue your brand.

When a store overuses coupons, it’s often a sign of an inferior product or a marketing person who’s out of ideas. It can also send the message that you don’t believe in your products, and they’re not worth what you’re charging.

The best approach on coupons? Use them as a way to drive desired behaviors or to reward customers. Our friends at PHLEARN, the number one Photoshop and photography tutorial website in the world, gave us some good tips based on their vast experience running a successful education platform.

Driving behavior

Encourage customers to perform the actions you want by showing them the way
Encourage customers to perform the actions you want by showing them the way
(Photo credit: Dover Air Force Base)

Encouraging customers to perform the actions you want – that is, to spend more – isn’t always easy.

Let’s say you want to encourage your customers to increase their cart size (the behavior). You can use discounting as a tool: If they add two products to their cart, you have a perfect moment to offer a discount for adding a third. Once they add a third, mention that another discount kicks in at five products.

You can do the same based on cart totals; the Cart Notices extension can help with this.

Rewarding your customers

Your customers are the most important part of your business – it wouldn’t exist if it weren’t for them. The least you can do is to reward them for trusting you with their hard earned money.

Post-purchase is a perfect moment to reward them and offer a discount on their next purchase. But this strategy will only work with a specific timeline – people will rarely use a coupon that never expires. If it expires in 14 days, however, the chance of redemption increases significantly.

Personalization is the key

Personalization is key, as no two customers are alike
No two customers are alike

Customers have different tastes and perspectives and are more inclined to buy particular types of product. That’s why you shouldn’t offer everyone the exact same discount.

Use coupons and campaigns to market to specific customers, especially via email. That means marketing based on their previous actions, purchases, and the pages they visit. If you target a coupon at the right moment (for example, after they have added something to their cart), and with the right message (based on customer’s behavior), you can convert with a smaller discount.

When offering everyone the same coupon, you might find that 25-35% off seems to be the only amount that works. However, a highly-personalized campaign might convert just as well at only 10% off.

That’s a wrap

We hope that we’ve inspired you to avoid these common eCommerce couponing pitfalls. We’d love to hear about your experiences using coupons – both good and bad – in the comments below. Thanks for reading!

WooCommerce Smart Coupons

8 Responses

  1. Dani
    September 21, 2018 at 7:09 am #

    Thanks for telling me amazing tips.

  2. archna
    September 21, 2018 at 2:44 pm #

    Good Evening Sir,
    It my pleasure that I learnt lot as ecommerce company owner. your wording “overuses coupons, it’s often a sign of an inferior product or a marketing person who’s out of ideas. It can also send the message that you don’t believe in your products,” impressed me lot. This show that always market with your product genuiness than apply marketing strategy.
    I am really thanks full to you
    yours archna

  3. showell123456
    September 22, 2018 at 5:14 pm #

    You’re right about pesonalization. I find customized coupons works best as it gives me uniqueness among others out there. When I was talking to one of my collab partners for this web hosting post, I kinda ask them if they if they allow this and they’re glad to allow because it will give more clickthroughs.

  4. Dog Beds
    September 23, 2018 at 6:41 am #

    Thanks for these amazing email marketing tips.

  5. Hena
    September 24, 2018 at 8:49 am #

    I was quite aware of some pitfalls since long. But thanks for showing the ways to avoid them.

  6. go here
    September 26, 2018 at 8:47 pm #

    eCommerce Couponing Pitfalls and How to Avoid Them Nice post

  7. commercial class
    September 27, 2018 at 11:40 am #

    really it is the amazing guide to using the coupons.

    • Marina Pape
      October 5, 2018 at 9:33 pm #

      Glad it was useful 🙂

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