10% discounts are everywhere. They are so pervasive most shoppers ignore them or yawn when they see them. Here is a discount offer on seabags.com:
So if shoppers are unimpressed by a 10% offer, what is seabags.com to do? One idea is to give a bigger discount. That’s actually a terrible idea.
We have a better idea. What if we flipped the script?
While studying the site I noticed they have some really cool, eclectic pieces. From a Blue Lobster Print Ditty Bag . . .
. . . to this coaster:
The unifying theme is that everything is nautical.
Without even looking at their data (and based on data we’ve seen for many dozens of other sites) we know two things about user behavior:
1: When users are on your site they don’t notice 83% of what’s on the site. So most of your good stuff remains hidden.
2: There is an undeniable relationship between how much time a user spends on your site, the number of pages a user sees, and overall conversion rates. If you can get a user to spend 20% more time on your site, their conversion probability will go up. This is a fact.
So our big insight was: seabags.com has a lot of cool stuff and most new visitors will never stumble on those pages. If we could somehow get those users to stay a little longer and leisurely stroll the site (like a walk on the beach), they would notice something they simply “have to have.”
So we removed the upfront 10% off discount. Here is our concept:
The big difference is that now the user is presented a treasure hunt first and AFTER the 10-minute marker the 10% discount is revealed.
Do you think this strategy can be applied to your site? This strategy works best for sites where there is an element of discovery. Where the user doesn’t know exactly what they’re looking for but will know it when they see it.