Traffic alone is not enough in today’s e-commerce market; brands do not simply need traffic but also visitors who show intent to buy. Coupon sites are one of the strongest and sometimes most overlooked sources of intent-to-buy consumers.
Whereas traditional advertising focuses primarily on creating awareness, coupon sites create a secondary user experience focused on attracting consumers who have already done their research and are in the process of deciding where they want to purchase a product. These consumers are searching for coupons, promo codes, and special offers to determine if buying from a merchant is worth it to them.
The majority of the traffic coming from coupon sites will be highly focused, highly motivated, and therefore have a much higher likelihood of converting than traditional display ads, social media impressions or general search campaigns.
Understanding High-Intent Traffic
High-intent traffic can be defined as visitors that come to your website with an intent to purchase; these visitors are not browsing casually or researching for weeks; rather, they are looking for the last piece of information that will help them feel confident enough to buy.
coupon site users are usually high-intent visitors. For example, a consumer who is searching for “brand plus coupon or promo code” has already made their decision on what product or merchant to buy from. The only thing left to decide is whether or not they can find the best price.
High-intent traffic is fundamentally different from display ads, social media impressions, and general search campaigns.
Coupon Platforms Capture Demand That Already Exists
Coupon sites do not artificially create demand; they simply capture demand and direct that demand efficiently.
When a shopper has decided to make an e-commerce purchase at a particular store, they frequently take an additional step to seek savings through coupons. Coupon websites position themselves at this point in time on the buyer’s journey.
By showing up in search results and providing verified discounts, coupon sites intercept potential buyers who are already ready to convert. Therefore, brands will be receiving traffic when they are most valuable in the funnel – immediately prior to checking out.
Shortening the Path to Purchase
A long and complicated buyer journey increases the chance of cart abandonment. If someone is uncertain about whether or not the coupon they found is valid, they may hesitate to continue making the purchase.
Coupon websites reduce this friction.
By including only accurate and verified offers, coupon websites help eliminate uncertainty. This gives shoppers confidence that they have received the best possible value available and increases their likelihood of completing their transaction in a timely manner.
For an e-commerce brand, this will result in quicker conversions and lower drop-off rates.
Attracting Price-Sensitive but Ready-to-Buy Customers
While some purchase decisions are driven only by price, these customers don’t fall into the low-value category; many are loyal repeat customers simply looking to maximize the value received from their shopping experience.
Coupon sites cater to this type of customer. These customers are not just browsing; they are looking for a reason to make a purchase.
When e-commerce brands list themselves on coupon sites, they are tapping into a huge audience of potential buyers who only need a small incentive to convert their intent into action. A small discount could be the difference between a customer buying your product or not.
Higher Conversion Potential Compared to Broad Advertising
Traditional digital advertisements are typically targeted at users based on either their interests or their shopping habits. While these targeting methods work well for brand awareness purposes, they do not always guarantee a consumer’s intent to buy.
Coupon traffic is different; the purchase intent is declared by the consumer themselves. Consumers actively search for coupons to help them purchase a specific item or brand. Showing up in a coupon ad signals the potential consumer is ready to purchase the product since they are actively seeking a coupon for that specific brand.
Therefore, brands that have coupon-driven traffic will have a better return on investment and a more efficient customer acquisition process.
Building Trust at the Point of Decision
Trust is essential for online shoppers as they need assurance that they are making the right decisions with their purchases. When shoppers see a brand on a reputable and verified coupon or deal site, it creates trust in that brand.
This small signal of trust can help a shopper make their final decision to purchase a product, especially when those products are being sold by new brands in e-commerce and are still trying to gain exposure.
Supporting Long-Term Customer Acquisition
Coupon sites help build a customer base that is not only about purchasing a single transaction with a discount; they are responsible for building an ongoing relationship with a customer.
In fact, many new brands are found through customers searching for deals. While customers may have purchased a discounted item on their first visit to a particular brand’s site, if the customer has a good overall experience, they will come back to that brand’s store and purchase additional products without the need for discounts.
Complementing Other Marketing Channels
Coupon sites serve as both acquisition channels and discovery channels for new customers. They are an additional marketing tool to existing marketing efforts.
Combining coupon sites with search, social, email and affiliate marketing, coupon sites help you create a stronger lower funnel for your customers and drive them to a conversion sooner.
Combining those marketing efforts will provide you with a more balanced marketing environment and enable you to develop an effective marketing strategy.
Final Thoughts
Coupon websites offer a great source of high-intent traffic, which is vital for the success of e-commerce businesses. These websites serve as a bridge between businesses and shoppers who are already ready to make a purchase. They eliminate obstacles between merchants and shoppers, build confidence in merchants, and give shoppers an incentive to buy.
For those looking to grow smarter, coupon sites are an important piece of the puzzle for any brand looking for a competitive edge.
