Level Up to Real-Time Offers 

Three steps to move beyond sitewide promotions

Did you know it can be counterproductive to give offers to all of your site visitors? While sitewide offers may have a positive impact in the short term, the long-term consequences include reduced margin and dilutive brand image.

When you segment site visitors by their likelihood to purchase, you find that people react differently to sitewide offers — both positively and negatively. Optimize your promotional strategy by leveling up to real-time offers. 

A real-time offer is a targeted discount to the on-the-fence shopper that lifts the conversion rate by giving a well-timed nudge to complete their purchase. Using prediction models to assign a purchase propensity score for each website visitor, we tested sitewide against real-time offers by measuring lift over the control for each propensity group.

We have done this for several eCommerce leaders and the results are consistent:

  • Conversion rate lift for on-the-fence shoppers is significantly higher than for all other groups. 
  • The increase in conversion rate for some groups was barely worth the impact on margin. 
  • The conversion rate for some groups is actually reduced(!) by showing offers.

Great, real-time offers work. But what if your promo calendar is completely saturated with other offers? Read our eBook to get three steps to level-up your promotion strategy with real-time offers.

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