Of course, consumers love promotions and discounts, but know that you can sell without creating discount coupons!
After all, granting a discount on the value of the product is not a guarantee of the purchase itself, since competitors can also use this strategy and, in the end, the customer may even get used to and dependent on this type of concession – thus originating the risk of him not always buying and not understanding that it will not always be possible to grant this benefit.
So why not learn how to sell without giving a discount in e-commerce? In the next lines, you will learn more about alternative strategies to continue selling and add even more value to the product your company offers. Keep reading!
1. Attract consumers by the quality of products
Quality has no price. You must have heard that phrase at least once in your life, right?
Value is not always the most attractive item in the product. So, how to sell without giving a discount in this case? Kotler, the father of marketing and diffuser of the concept that involves the 4 Ps of marketing (product, price, place and promotion) has a valuable teaching that we will highlight below:
- Highlight the differentials of your product;
- Value the product's attributes and highlight how pleasant and exclusive the product's consumption experience is;
- Show the consumer what he can gain by purchasing a product (technical assistance, personalized service, support system for exchanges or problem resolution).
In short: be inspired by what luxury brands do to attract consumers. They value factors such as quality of materials, durability of items, trouble-free user experience and other differentials.
More mature consumers know that the quality of products is proportional to the price and that the cliché saying “cheap is expensive” can make a lot of sense.
Attention: this in no way means that you cannot create discount coupons and that an affordable price is not attractive. What we mean is that there are other factors that influence the purchase decision and consumer loyalty. The quality of a product is one of them.
2. Simplify the buying process
If the customer enters your website and cannot make the purchase quickly, this is a warning sign to simplify the purchase process.
The website needs to be simple, in every way. From searching for a product to placing it in the cart, ideally, the consumer does not need more than three clicks.
The process should flow naturally, in an intuitive interface. If the consumer has to think about where a particular link is or what to do now, then it's a sign that the process needs improvement.
Companies like Amazon, for example, are efficient due to the simplicity of offering even a single-click shopping system. In this case, card details are already saved, as well as the delivery address, and the customer just needs to say “yes”.
3. If possible, offer free shipping
At least 43% of consumers expect free shipping when placing an order. This trend is in the top 10 Ecommerce Trends 2022 .
Need more reasons to offer free shipping? We have listed several. Look that:
- Experts claim that free shipping is a strategy that influences impulse purchases;
- By not offering a discount on the product, free shipping works as a compensation for the consumer;
- Consumers will not need to pay an “extra” amount to make the purchase. Therefore, free shipping is attractive.
As we know that, in practice, shipping is not free for you – the costs will not miraculously disappear.
However, a complementary strategy to offer free shipping is to stipulate a minimum purchase price or make this benefit available on selected products that bring a higher profit margin to your cashier, for example.
4. Make the customer feel comfortable
Providing a pleasant shopping experience for the consumer is a strategy that never fails and also contributes to customer loyalty. Consumers who are happy with the brand tend to always buy, regardless of the discount coupon.
We separate some actions that can help you not to enter these statistics:
- Make a chat available in your e-commerce;
- Provide good service: ask questions, clarify details about the characteristics of the products and, if possible, comment on the usability of the product;
- Encourage people to talk to you;
- Offer humanized service. People don't expect dry answers like 'yes' or 'no'. Remember that you are not a robot and on the other side of the screen there is a real person.
5. Facilitate payment methods
What if you sold the products at a fair price, but offered the customer the possibility of paying for this purchase in more installments? This is also a significant differential in the trade and it can also be offered without having to change the final price of the product.
The possibilities of paying for the purchase in installments or using another credit card for a purchase are attractions that must be offered and highlighted by the store. Remember: simplify your customer's life as much as possible and the last thing he will think about is asking for a discount.
If all his expectations are met to some extent, the chances that he will complete the purchase increase.
6. Keep offering discount coupons (strategically)
Wait, wasn't the idea to learn how to sell more without giving discounts on e-commerce? Maybe you have that doubt now, right?
Nothing prevents you from continuing to create discount coupons. The difference is that these actions need to be more strategic.
If the customer is buying for the first time from your e-commerce, you can offer an exclusive coupon in exchange for their email address, for example. By working with segmented content and email marketing actions , you will be able to nurture a relationship with that customer and, who knows, influence their next purchases.
Another interesting strategy for using a discount coupon is to link it with specific actions such as:
- Commemorative dates;
- Customer's birthday;
- Exclusive discounts for email marketing subscribers;
- Discount for cases of cart abandonment.
7. Create upsell and cross-sell offers
There are strategies that were created especially to boost sales growth and upsell and cross-sell actions were created for this purpose.
Cross-sell or cross-sell means creating product offers related to what the visitor is looking for in your e-commerce.
Amazon is an example of a brand that does this very masterfully. A proof of the results is the fact that 35% of the revenue generated in the brand's e-commerce comes from upsell and cross-sell actions, as published by Forbes .
To be clearer, think of a person who enters the site to buy a Kindle. This person will likely receive a suggestion to purchase related products based on their interests.
In this type of offer, it is very common for brands to make “kits” with these complementary products at promotional value, offering an attractive value.
Upsell offers , in turn, consist of offering products with better quality to the consumer. It is a technique that can be applied to the sale of items with a higher value and, therefore, the great difference in this situation is to highlight the cost-benefit advantages that the consumer will have when making a better choice in the long term.
When well structured, these strategies are responsible for a significant increase in sales and, in the end, you won't even remember to create a discount coupon.
An extra tip to get the cross-sell and upsell planning right is to study customer behavior and their purchase journey.
8. Remarket
Have you ever had the experience of visiting an e-commerce and noticing that advertisements about the product you are interested in have appeared on the websites you visit or on the banners that are in your email box?
If the answer is yes, know that the brand you visited does remarketing work .
As with Google and social media campaigns, remarketing (creating campaigns especially for those who have already had contact with your product, but have not closed the purchase) is a powerful tool to approach the customer at another point in the purchase journey and encourage sale.
Thanks to analysis tools, plugins and the collection of cookies (file that stores information such as pages visited in e-commerce), it is possible that you know who browsed your website, saw a product in the store and did not complete the purchase for some reason.
With this information, you can set up a personalized email marketing campaign just for that person or strengthen the sponsored ads strategies on Google and on social networks to make the customer not forget that product that he was "dating" for a while .
9. Show that your site is secure
In addition to speed, convenience and personalized support, consumers who buy online value data security.
How about increasing security in your e-commerce ? Undoubtedly, a site that displays secure purchase seals conveys more credibility and the consequence is a greater chance for the visitor to reach the checkout and finalize the purchase.
10. Pay attention to the quality of photos and product descriptions
Unlike the physical store, in e-commerce, the customer will not be able to touch your product, see the actual size and have a more intimate contact with what you are selling.
Therefore, pay attention to the quality of the photos, if possible, take pictures of the product from different angles and invest in filters so that the visitor can enlarge the images and visualize all the details of the object of consumption.
Create complete descriptions of your product. This care makes all the difference for those who are going to buy, as it reinforces the attributes of your offer, provides relevant information for the purchase and is also a way to increase organic traffic in your e-commerce .
11. Use social proof and highlight your customer reviews
Highlighting positive reviews on your e-commerce is a way to use social proof intelligently and can significantly impact your sales. After all, in times of the internet, word of mouth has only modernized and can reach a much larger number of people.
Stop and think: who better than customers who have already used or had the experience with your product to report the purchase experience in a positive way?
Considering that most people only make a purchase after checking the reviews on social networks, complaint portals and the e-commerce itself, installing plugins that allow customers to leave a testimonial on your website is very interesting.
WP Customer Reviews is a free plugin that allows customers to write reviews on your e-commerce and also offers the functionality to highlight reviews of specific pages of your products.
Another interesting feature is the Google Reviews Widget that gathers all the reviews of your site on Google and displays them on your page in the form of a custom widget in the sidebar, footer or header.
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