Online Incentives Are a Necessity

Marni Weinberg - June 3, 2009

It should come as no surprise that our struggling economy is a focal point for everyone. Almost all of my clients have expressed in one way or another how challenging their online business has become from many standpoints, specifically in terms of ROI. In an effort to combat these difficult times, advertising budgets are being stretched thin and cutbacks are occurring.
 
At the same time, much to our delight, Search Engine Marketing (SEM) continues to be one of the most cost effective and quickest ways for online retailers to get their message across. In fact, many clients have told me they have had to decrease (in some cases cease completely) their television, radio and print efforts, due to the increasingly high cost to advertise on these platforms. 
 
That being said, every click counts to retailers, while consumers want to get as much as they can for their hard earned money. I personally feel that when an incentive is offered, the result is two-fold. It shows compassion for consumers who are battling through this tough economic climate. It also makes prospective shoppers feel they are getting a bigger and better value and will be more apt to take out their credit card. So what are the best incentives to get prospective shoppers and qualified leads to your website? Here are just a few tips…

1. Offer free shipping whenever possible. If free shipping is not an option, perhaps offer a shipping upgrade at no additional cost.
2. Provide a free gift with purchase. This can be something small and relatively inexpensive. This is also a great branding opportunity for you. Examples: shirts, pens, notepads, etc. with your company name printed.
3. Offer a discount; even 5 or 10%, as every little bit helps.
4. Extend a customer loyalty discount for repeat customers, or a coupon code that provides a discount on a future purchases.
5. Be sure to have competitive pricing. Online shoppers are smart and they will search around now more than ever before for the best deal. If your pricing is favorable, you will more than likely get the sale. If possible, offer a low price guarantee.
6. Provide free samples with orders; shoppers love samples!
7. Extend a free trial of your service.
8. Give a free whitepaper and/or newsletter when searchers register on your site. This is a great way to build your database and remarket in the future.

I recommend testing any of the above tips and then track your progress to see which incentives work best for you and your business. Good luck!