Use SEO To Maximize Your e-Commerce Promo Code Traffic

By August 24, 2009 SEO One Comment

shopping-carte-Commerce websites are emerging for nearly any kind of product you can imagine to buy online. With so many competitors popping up in your industry, how can you continue to stay ahead in the fight to convert buyers that are looking for the best online deal?

Any number of SEO marketing strategies can add up to the big picture of increasing sales and returning customers, but today I’ll focus on one component – online coupon and promo codes.

I know this isn’t a new idea, and you may already be successfully using them in your e-commerce marketing strategy. If you aren’t using promo and coupon codes, it’s time start! Many consumers in this economy are still going through tough times, and it’s more important than ever to get them closer to clicking the checkout button and applying a discount.

There are numerous ways to push your online coupons to your existing and potential customer base, but how do you make sure they are getting to the right people? Below are observations I have gathered from a Fathom e-commerce client, and the SEO strategies we recommend to leverage search traffic for online promo codes for a particular brand or product.

Organic Search Observations

When monitoring one of our client’s keyword traffic in Google Analytics, I noticed a trend in the number of visitors getting to the site using the words “promo” or “coupon” code.

The screen shot below shows filtered organic search keywords from January 1st of this year thru August 20th. The filter included any searches that contained “promo code”. Although the visits for each keyword aren’t through the roof, it is still a trend that sparked interest to me – especially when clicking on the “Ecommerce” tab. The quality of this traffic compared to the site average is phenomenal. Please keep in mind that these types of keyword searches were barely on the radar for this client in the previous year.

Google Analytics Ecommerce Data

Observations Continued…

The numbers above tell me that our client’s audience is now actively looking for promo codes before making a purchase. This led me to perform a few manual searches on Google where I discovered that the top “promo code” keyword wasn’t even ranking #1. The top result was going to a coupon site that was advertising a different domain that was spelled similarly to the clients. The #2 ranking was going to the client’s domain, but wasn’t going to an ideal page for people performing this type of search query. It was going to a very specific product page that only had a promo code for that product.

Increase Traffic and Sales with SEO Strategies

Unless you are actively submitting promo codes to websites made for them, it is crucial to make sure this type of traffic gets to your site before it gets to others. This makes it much easier for a potential customer to get the correct working promo code, make a purchase, then apply the discount. The last thing you want to do is frustrate someone who is in buying mode. If you sell products/services in a competitive market, you may never see those people visit your site again.

An effective way to get promo code search traffic to your site is to create a new page. This new page should be solely about promo/coupon codes offered on your site. Following on-page SEO best practices will improve your chances of securing the top ranking for the right keyword traffic, whether it is branded or not. Consider various keyword modifiers to help get variations of the keywords you are targeting – i.e. coupon, promo, code discount, sale, deal, free, affordable, cheap, low-priced, inexpensive, reduction, money off, markdown, price cut, economical

If you don’t have any current promo code offers, don’t remove the page; simply change the content to explain there aren’t any discounts available at this time, and to visit back often.

Once your page is added, you’ll need to make the search engines and website visitors aware of it. Place internal links throughout your site, blog, traditional sitemap, and XML sitemap to get the page crawled and indexed.

Another effective place for promo codes is on your ‘Thank You’ or ‘Confirmation’ pages. If people are already expressing interest in your products by contacting you through a form, then give them some incentive to take action and make their first purchase.

Also add the link to your social media profiles, e-newsletters, display ads, paid search ads, live chat scripts, print ads, etc. Leveraging your existing ad campaigns will keep your available discounts top of mind with your customers.

If you are actively engaging your audience with social media marketing, consider using the promo code in your conversation to show you offer the product they are looking for at the right price. Offering them a promo code is also a great incentive for them to “follow” or “friend” you to receive news, tips, and future discounts.

Evaluate Your Promo Code Campaign

After your page is launched and promoted, don’t forget about it! Check your promo code manager to make sure the codes are being used to generate loyal customers and profitable sales.

Your website analytics will show the keyword variations and referral sites that drive traffic over time, and how well they convert. Measure these results regularly and make adjustments to your on-site content and off-site promotion efforts, with the goal to continuously increase sales.

Fathom and e-Commerce

Learn more on how to GET potential buyers to your site, educate them, and CONVERT them into LEADS/SALES and REVENUE. Contact Fathom to schedule an Internet Marketing Demo.

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