It is 2018, and the era of coupons is so last year. Or better to say last decade. If your mindset is still stuck in thinking “10% off”, you may have a problem. In this millennial’s era the most important thing, besides a good offer, is a story to t(s)ell. Young people want a lifestyle. They want to be captivated by good design, by originality, and also – they want to know that their choices have a greater meaning and that they matter to the outside world.
Special offers on your website are probably the most attractive parts of your website, and they are the key part of your visual narrative. They have a task to emphasize the story that lies behind your website.
Here are some practices that will help you to build your website’s special offers, that correspond to both your and your customer’s expectations.
1. Put Out An Offer That Stands Out
What is the main thing that people want? Good quality. And what is that people want even more than that? Expensive and valuable good quality, but for a very low price. That can mean that sometimes, in the beginning, your products have to be a little bit more expensive, and than later you can put a “10% off” sign, just with a little twist to it. Make sure to create a special offer that is valuable. Let the people feel like they have gained something that they wouldn’t have gained if they would just purchase it regularly.
2. Keywords Are Everything
This goes with the previous one. You have to make the headlines authentic and original and to use some of the catchy words. It is surely not an easy task, especially when it seems like everyone is battling their own battle for “originality”. It is very important to think about keywords that you will use – what kind of message are they putting out? Does it correspond with your business’is philosophy?
3. Simplicity Is The Key
As simplicity is the key, and key (word) is everything, simplicity is everything, as well. What is the point of putting up a great special offer, if you are going to lose more than a half of your potential customers, due to a complicated and long process? Make directions very clear, simple and easy-to-follow, and do not let the whole process of application to take more than it needs to. Remember, you have to catch the (already lacking) attention of your audience, not to waste it.
4. Set Up Deadlines
You have to create some kind of time-sensitive deadlines on your special offer, since it will make people more decisive, and they will make decisions faster than they would if they knew that your special offer was unlimited. Also, a limit creates a sense of value – if people know that there is only a certain amount of time that they can get something, it will make them appreciate and want it more. If they think that they can purchase it anytime, it will just wash out their wish for it, and they will become very indecisive. That is why we encounter so many adds that say “Limited offer, just for today”, and then we see it tomorrow, and the next, and the next day..etc. (Definitely not saying that the last example was a good one).
5. Design Matters (A Lot)
Never underestimate the power of a good visual effect. How many times have you heard the sentence: “Oh, I had to buy it for its package!”? Probably quite a few times, and it is a clear indicator of how pleasing aesthetics can have a major influence on shopper’s impulsive decision. Use strong visuals, and don’t be afraid to be creative and bold. It is a designer era, and no matter how good quality your products are, or how polite and fair your service is if you do not have a great designer behind your back, it is less likely that people will take you seriously enough. There is something intellectual in aesthetics that people notice first, before even deciding, so take it rather seriously.
Here’s an example of a website design company with a focus on quality & achieving business goals through design.
6. Make It Visible
The last thing you want is for people not to notice the special offer on your website, on the contrary, it would be great if everyone saw it! Right? Well, for that you have to make sure that your special offer is visible among all the other news on your website. Use vibrant, highlighted colors to emphasize the story you wanna tell, but don’t use just any color; Rather think it through and read about the impact that colors have on our everyday mood and emotions, and than, act by that. Also, play with the placement of your special offer. Do you want it to be still? Or in motion? Do you want it to pop up everytime someone enters a new page on your website? Possibilities are endless, play with them.
Do not be afraid to be playful and creative. When you go through all the steps, make sure to remember that the most important thing is to stay true to yourself. Your website has a story to tell, and let the special offers speak that, too. Don’t be afraid to be authentic and original.
Author: Chloe Smith is a cycling enthusiast and a part-time writer always willing to share tidbits of advice. She believes that passion, courage and, above all, knowledge breed success. When she’s not working, she’s probably somewhere cuddled up with a good book, and a cup of lemongrass tea (or more honestly binge-watching the newest Netflix hit show).