E-Commerce Development: Using Coupons to Attract a Bigger and Richer Audience

Internet coupons should be part of any e-commerce Web design strategy because they attract a growing and affluent audience.

A recent poll shows that consumers are becoming increasingly conscious of Internet coupons. This is not simply a function of the recession, either--Internet coupon usage rates are actually highest in the upper income brackets. This suggests it is crucial to make online coupons part of an e-commerce Web site strategy.

Introducing coupons to an e-commerce Web site design should be encouraged by looking at the data involved, and executed with the potential benefits in mind.

Popularity of Internet Coupons

According to data from eMarketer.com, usage of Internet coupons has risen this year. 12 percent of Internet users this year say they never make a purchase without checking for Internet coupons, compared to 8 percent in 2008. 35 percent of Internet users this year say they occasionally browse for Internet coupons, compared to 29 percent in 2008. In all, that means the percentage of Internet users making at least occasional use of Internet coupons has risen from 37 percent to 47 percent in just one year.

Perhaps even more compelling is the economic profile of Internet coupon users. Far from being a sign of financial need, Internet coupons are actually most popular among the wealthy. Usage rates of Internet coupons actually rise with each successive income bracket, topping out at 53 percent among users with incomes of $150,000 and greater.

E-Commerce Development Benefits

Clearly, Internet coupons are a way to reach a growing and affluent audience. What are some of their other potential benefits for an e-commerce development effort? Consider the following:

• Internet coupons encourage return visits to an e-commerce Web site. For all the effort that goes into attracting attention to a Web site, marketers know that the name of the game ultimately is repeat visits. Coming up with fresh content helps, but it can be a challenge to continually come up with content that holds the interest of site visitors. Coupons not only can represent fresh content, but they actually provide consumers with an incentive to regularly visit the site.
• Internet coupons prompt buying behavior. By definition, coupons only have value when the consumer buys something. Therefore, coupons represent a shorter distance between content and action than conventional advertisements or features.
• Internet coupons provide measurable results. Every time someone redeems a coupon, it creates a traceable result. This can be vital to assessing the impact of e-commerce development campaigns.

E-Commerce Web Site Design Incorporating Coupons

Given their potential benefits, it is clearly important to incorporate coupons into an e-commerce Web sites design. Here are some tips for doing this:

• Devote a special section to coupons, and use labels such as "This Weeks Hot Deals" to make it clear that these coupons will be updated regularly. This creates the incentive for frequent visits.
• If coupons attract customers to the site, make sure they are juxtaposed or linked to related offers that could prompt additional purchases.
• Make sure that relevant coupons are noted anywhere a product is displayed. The product may already have caught the visitors eye in this instance, but it is vital to turn browsing into buying.
• Advertising coupons on independent web sites can have a dual purpose. They can prompt purchases of specific products, but they should also be used to attract visitors to the retailers site, where they can receive additional marketing messages.

Source

• eMarketer.com, Web Coupons a Hit for the Affluent