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Getting Real with the Deals Platform

Posted on 3.01.2012

Although there are still some uncertainties about how to succeed in the hyper-competitive daily deals market, one thing is for certain – everyone loves a deal.

So, if your business has been hesitant to market itself through daily deals, why not take the market’s model and implement it onto your own site? That is exactly what logo design business Impact Logos did.

“We had been closely following the clever marketing tactics and conversion tactics that companies like Groupon and Living Social had developed and wanted to apply and test some of these ideas in our own business,” says Impact Logos marketing manager Lara Johnson. “After four months of testing, the results speak for themselves. Overall improvement in e-commerce conversions of 54 percent or more in our business compared to our home page and other landing pages.”

The company used aspects from the daily deal model and applied them to its logo design business. First, Impact Logos developed a heavily discounted deal and then applied a time constraint in order to influence potential customers’ decision-making processes. The company also provided a countdown timer set for seven days in order to emphasize the deal’s timeframe.

“Using a countdown timer showed a big increase in conversions as did designing a clean and uncluttered landing page that was dedicated to marketing the deal,” says Johnson. “At the end of the day, though, what made our foray a success was following Groupon’s model of testing, testing and retesting absolutely everything. We tried to ensure our ideas and results were based on scientific data and not human assumptions. Overall, we believe this model solves one of the biggest obstacles in e-commerce, converting the fence-sitter into a buying customer.”

For merchants that have been uncertain about taking the plunge into daily deals, there are viable options that make the leap less risky. For example, try a solution that allows merchants to have more control over the deals, such as a white label platform like PoweredByTippr, which enables publishers and merchants to create their own branded deals page.

Another solution worth checking out is recently released Save Local from Constant Contact, which gives merchants control over all aspects of deals, such as discount amount, timing and the amount of coupons sold.

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