Ways to effectively offer promotions on your business' website? (i.e. printable coupons, participating in groupon-like sites...)
Hi. My friend's parents have a small massage place and I was tasked to make a website for it. We are also brainstorming the ways to offer promotions effectively on the site. Currently we are thinking about having a page for printable coupons. But this requires the user to have a printer nearby, then turn on the printer and finally print it. To me this sounds a chore that can harm the conversion rate. What's your opinion on this? Also is there anything they need to watch out for if they were to participate in Groupon and other similar deals sites? Any other ideas are also welcomed. Thanks!
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Really depends upon what you think the word promotion means. And why people buy.
At least two kinds of people buy. Consumers and customers.
Consumers buy only when, only if you offer special terms or substantial discounts. Consumers are not loyal and consider your product or service a commodity, nothing more. Customers buy into your brand, are not as price sensitive, and buy on value for the money.
Customers promote you. Consumers promote your discount. Customers refer others. Consumers ask for refunds and clog your support lines -- and if they recommend, they do so to other consumers.
Mixing the two together in your database, you can disguise what you lose on rampant, mindless, discounting. (And, trust this, every last mindless discounter opines "well, I just won't do that.")
They don't understand how to not do that. But here's how it looks...
Compare and contrast LevelUp with Groupon. Level up offers minimal discounts for new customers. Moderate discounts for repeat customers. With the best discounts to those customers who've proven they deserve large discounts.
LevelUp promotes customers where Groupon fosters consumers.
But the real problem is not comprehending marketing and what the goal of promotion should be for business growth.