Content
Get updates on tests we run to improve conversion...
Coupons offer basket optimisation opportunities
11/02/2010
Collecting information while allowing customers to redeem coupons online could help basket optimisation by allowing future offers to be tailored to their needs.
Online retailers looking for basket optimisation opportunities could find that online coupons can help them to obtain more information about their customers.
Darren Waddell, vice-president of marketing at online business directory MerchantCircle, writes on Mashable of the different ways of distributing coupons.
These range from complex click-aware banners that can transmit coupon information directly to the customer's online basket, to simple letter codes republished on forums and social media sites.
However, it is during the redemption stage that the coupons' applications for basket optimisation become apparent.
"Each time a customer redeems a coupon, it's an opportunity to connect with them on a personal level," writes Mr Waddell.
He suggests that any information gained should be used to tailor future coupon offers, making them more relevant and increasing both raw sales and customer loyalty.
Mr Waddell finally recommends using Google Analytics or similar software to ensure that coupon performance is tracked - both in terms of the number of visits that occur and the percentage of these that result in sales.
Google Analytics can also help to provide information - such as geographical location, number of pageviews and dwell time on the site - without visitors needing to fill in any forms.
Darren Waddell, vice-president of marketing at online business directory MerchantCircle, writes on Mashable of the different ways of distributing coupons.
These range from complex click-aware banners that can transmit coupon information directly to the customer's online basket, to simple letter codes republished on forums and social media sites.
However, it is during the redemption stage that the coupons' applications for basket optimisation become apparent.
"Each time a customer redeems a coupon, it's an opportunity to connect with them on a personal level," writes Mr Waddell.
He suggests that any information gained should be used to tailor future coupon offers, making them more relevant and increasing both raw sales and customer loyalty.
Mr Waddell finally recommends using Google Analytics or similar software to ensure that coupon performance is tracked - both in terms of the number of visits that occur and the percentage of these that result in sales.
Google Analytics can also help to provide information - such as geographical location, number of pageviews and dwell time on the site - without visitors needing to fill in any forms.