If your small business or startup involves an online store, a crucial part of your marketing campaign involves coupons and promotions. Whether you sell clothing or furniture, these best practices will help you craft the perfect digital coupon campaign.
3 Key Elements of the Perfect Coupon
Enticing call-to-action (CTA):
A call-to-action that grabs the attention of shoppers and encourages them to take the next step in the purchase process is a crucial part of your digital coupon. Follow these best practices:
- Use action verbs to prompt a click or next step.
- “Act now to save 15% on your order.”
- Incorporate budget-conscious lingo in your message.
- “Save $4.99 with code BRKFST.”
- Show customers how to use the coupon.
- “Use code SAVE40 at checkout to apply.”
Clear expiration date:
An obvious expiration date creates a sense of urgency in shoppers, who want to capitalize on deals before they end. Include expiration dates on all coupon faces to encourage faster redemption rates.
Digital tracking code:
A digital code, either in bar or QR format, helps your brand monitor the performance and success of the coupon campaign.
Incorporating Consumer Psychology
Whether you’re focusing just on coupons and promotions or working on a full digital advertising campaign complete with banners and pop-ups, you can leverage consumer behavior and psychology to improve the performance of your campaign.
For example, color psychology is the widely-accepted theory that consumers assign different meanings to different colors. Countless well-known brands like Coca Cola, AirBnB, and Twitter use colors to maximize brand awareness and aid brand identity.
Refer to the visual below when choosing color palettes for your digital coupons. Consider what values your brand emphasizes, what your product offering includes, and how you can incorporate these elements into your coupon design.
Specific strategies can also be used when setting the prices and amounts for coupons and discounts. These strategies, known as pricing psychology, are proven ways to encourage purchases. For example, charm pricing is the theory that consumers respond better to prices and deals that end in “.99” rather than those that end in “.00.”
For more strategies to incorporate when designing and implementing a digital coupon campaign, check out the infographic below:
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