If used incorrectly, coupons can be risky for online stores, discouraging customer conversion. All too often, customers lose interest in the significance of a particular coupon all because they begin searching for better offers somewhere else. Many e-tailers try to remedy this problem by tucking coupon codes away until the end of the checkout process. However, because of this, customers often abandon their shopping carts mid-purchase.

In order to use coupons effectively as an online store, who you target for a coupon is incredibly important. A customer seeking a bargain won’t always purchase a product immediately, even if the deal is judged to be a “really good deal.” How do you get these customers to convert, then? By directing your coupons as ‘special offers, or one-time deals.’

Want to know more? Visit Melissa’s Coupons: Good or Bad for Online Sales? at blueacorn.com/blog.

-Christopher Lin, lexity.com