Articles in The 'perceived-value' Tag

January 5 2010

Snag Those Post Holiday Shoppers

by Ryan Faria

With the 2009 Holiday season behind us many ecommerce businesses will see a sharp decline in their sales.  So how can ecommerce retailers still bring in revenue without feeling the pinch of the slow economy?  The answer is; incentives, incentives, incentives.

Ecommerce retailers should be especially attentive to product prices.  Even though the holiday season is over, it is still important to be competitive and aggressive.  Searchers are always looking for the best deal regardless of the time of year.

Use ad copy such as, ‘after holiday free shipping’ to entice customers to purchase.  If free shipping is not an option, perhaps charge a small fee to ship regardless of the order size.  For example, charge $1 to ship anywhere in the continental U.S.  This promotion depends greatly on the size and weight of the products you will be shipping.

Is free shipping not an option?  Try offering a free gift with purchase.  This is a great way to move old inventory.  Gift with purchases increase the customer’s perceived value of the overall purchase. You can also offer a gift certificate for a small amount for the shopper to use on their next purchase.   Not only does this give your customer an incentive to return, but also helps build loyalty to your site.

Another way to capture shoppers is to consider specials for upcoming holidays.  For example offer special deals or savings for Presidents or Valentine’s Day.

Although times are tough and the economy is still sluggish; you can still be a shinning star in your industry by thinking outside the box.  Now is your opportunity to attract new customers, as well as retain old ones.  Whatever promotion you decide to utilize, be sure that your efforts are reflected in your search engine marketing campaigns.  Remember to keep to the message cohesive between your site and your ppc ads.  With the amount of people searching on Google, Bing and Yahoo you can get your 2010 sales started off with a bang. 

May 28 2009

What Are You Offering?

by Ryan Faria

I am asked very often by my clients, ‘What is going to make me stand out from my competition?’  Advertisers have been asking themselves this question for years, and the answer still remains the same; ‘what is your offer?’  A captivating offer in a search engine marketing campaign is not only key for obtaining potential customers, but also can make the difference in whether a customer will consider going with your company, versus your competition.

When deciding which offer to use, remember that there needs to be significant perceived value for the customer; put yourself in the mindset of your customer.  For example, if you are a plumber, an enticing offer for your customer may be $49 to unclog any drain.  Not only is this offer easy for the customer to remember, but it makes the plumber stand out from his competition; the perceived value of this offer makes a potential customer want to find out more.  An example of a poor offer might be for a car dealer who is offering ‘a free air freshener with the purchase of a new car.’  The incentive for the customer to click on the ad is non-existent.  If the customer is purchasing a $30,000 car, they would expect to get more than a $2 air freshener.

Try testing several different offers over the course of your search engine marketing campaign; not every offer will perform the same.  Not only are you able to differentiate what offers work best for specific products, but you also have the opportunity to update your ad copy on a regular basis.  Don’t simply test an offer for a few days; allow a significant amount of time to pass for you to gather information regarding the performance of specific offers.

Remember, you won’t know what offer works best, until you test.

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