August 8, 2017 Create coupons, get customers: 6 tips for designing the best deal
During the past six years, we’ve studied more than one million deals, including coupons and other promotions businesses from all over the world have shared with their customers. All that data helped us figure out what the science says about creating deals to encourage engagement and customer loyalty.
The most successful deals start with a solid foundation and build from there. Here’s how to build a good deal — in six steps:
1. Feature an eye-catching, on-brand hero image
A hero image is the top header image and the first thing a visitor sees when they visit your deal page. A good hero image conveys a lot about your brand, such as your target audience and the services or products you sell. Use the same colors and details that your branding uses to cement brand recognition. According to a study in the Journal of Behavior and Information Technology, it takes a visitor 50 milliseconds (.05 seconds) to form an opinion about your website and an impression about your brand. In this tiny length of time, the visitor is determining whether or not they’re going to keep reading or bail.
It takes a visitor 50 milliseconds (.05 seconds) to form an opinion about your website and an impression about your brand.
This same statistic applies to landing pages and microsites, so it’s safe to assume that a visitor will decide quickly if your deal is worth claiming. Your hero image can do some of the work for you, so choose a high-quality image that also contains information about your deal (such as a prize, or the services/products people can get with the deal).
2. Create a compelling offer
Your deal is the star of the show. According to author Jonah Berger, who researches deal science, percentages tend be more enticing, depending on the value you’re actually giving away. He calls this the “Rule of 100”: the higher the number, the more compelling the offer seems. When given the choice of “25% off” versus “$5 off,” most participants prefer the percentage because it’s a larger number — even if the amounts are equal.
Percentages are more compelling because the number is higher
In other words, the value of your offer might be exactly the same, but the way you convey the details makes a difference. For example, a $500 discount holds the same value as a 10 percent discount on a $5,000 item. However, the $500 looks like a more substantial number and is therefore more appealing to the user.
3. Guarantee a frictionless mobile experience
Of all mobile traffic, 62 percent goes specifically to e-commerce. Chances are, the majority of your visitors are looking at your deal on a mobile device. This means accessing the deal should be simple and painless.
4. Include a short form
Our data shows that the shorter the form, the better the response rate, especially on a mobile device. The goal of your deal is to develop brand awareness and build your email list, so the only information you really need at this point is an email address to use for future interactions.
5. Write short, snappy copy
A visitor who opens your deal only to see a huge block of text will immediately close it. Why? Because a wall of text is hard to read on a small screen, and it indicates to the visitor that your deal might require jumping through a bunch of hoops.
- Keep your messaging short and sweet.
- Include the most important information first (like what they’ll win, and when the deal ends).
- Think of your deal copy like an email subject line; lines with fewer than 49 characters are 12 percent more effective than longer lines.
6. Include easy-to-read limitations/rules
The limitations or other rules related to your deal are important for both you and your participants. Keep them concise and jargon-free so that the participant knows exactly what they need to do to qualify for and redeem your deal.
Ashley Warren is a data scientist, researcher and writer who can be found at Ashley Warren Research.