Offer a discount and turn hesitant shoppers into convinced buyers
Why do so many visitors fill their cart… only to leave your site without making a purchase? Hesitation can come from the price, doubt about the purchase, or simply the need for a last push. A well-placed discount can make all the difference by converting these indecisive visitors into convinced customers. But beware, offering a discount without strategy can reduce your margins without any real impact on your sales. Discover how to optimize your promotional offers to boost your conversions and more effectively convert your hesitant visitors!
Why does a discount encourage purchase?
Consumers often hesitate before finalizing an online purchase. A well-thought-out discount can overcome these psychological barriers and turn a simple visitor into a convinced buyer. Why does this strategy work so well?
The psychological power of a limited offer
Urgency and scarcity are two powerful levers in the purchasing process. A study in Behavioral Economics reports that time-limited offers increase the conversion rate by 9 to 14% on average. When consumers perceive that an offer could disappear, they feel a FOMO (Fear of Missing Out), prompting them to make a quicker decision. For example, a pop-up displaying “-10% if you order within the next 10 minutes” can trigger an immediate purchase by reducing hesitation.
The discount as a decision trigger
A small commercial gesture can be enough to convince an indecisive buyer. According to a study by Statista, 57% of consumers are more likely to buy when they receive a discount coupon. A 10% discount or free shipping can tip a purchase decision in favor of your offer. Amazon and other e-commerce giants use this method to retain their customers by offering targeted discounts to visitors returning multiple times to a product page.
An effective method to reduce cart abandonment
Cart abandonment is a major challenge for e-commerce merchants, with an average rate of 70%. Offering a contextual discount before a visitor leaves your site, via a pop-up or a follow-up email, can significantly reduce this figure and improve your sales.
How to optimize your discount offer to maximize conversions?
Offering a discount can be a powerful conversion lever, but its effectiveness relies on a good strategy. A poorly placed or too frequent discount can reduce your margin without real impact on your sales. Here’s how to optimize your offer for the best results.
Choose the right moment to offer the discount
The moment you present your offer is as important as the discount itself. According to a study by Barilliance, 58.6% of cart abandonments could be recovered with well-placed incentives. Some effective strategies:
- Exit intent pop-up: when a visitor is about to leave the site, a last-minute discount can encourage them to finalize their purchase.
- Follow-up email: sending a reminder with an exclusive discount within 24 hours after cart abandonment improves the conversion rate by 20%.
- Discount for new customers: offering a promo code upon registration helps capture leads while stimulating initial sales.
Test different types of discounts to maximize effectiveness
Not all discounts are created equal. An A/B test can help determine whether your audience prefers a percentage discount (-10%) or a fixed amount (-€5). Generally, percentage discounts are more effective for higher carts, while fixed discounts are appealing for smaller purchases.
Automate and personalize the experience with Poosh
Automation allows you to display the ideal offer at the right moment. Poosh, the leading intelligent pop-up solution, helps you target each visitor with personalized discounts based on their behavior. With its advanced features, you can maximize your conversions without sacrificing your profitability.
A well-thought-out discount can turn a hesitant visitor into a convinced buyer. By optimizing the timing and type of offer, you maximize your conversions without cutting into your margins. Test these strategies today to effectively boost your sales!