Top 2 Reasons Customers Can’t Find Your Coupons
Today we’re going to talk about little things you can do to make your coupons more visible in the Marketplace. But don’t let the words ‘little things’ fool you because each is important in its own right and when you add them together they make a huge difference in your sales.
One of the biggest drawbacks when you’re selling anything online is the inability to take the customer by the hand and lead her directly to the product she’s looking for. And you probably know from your own personal experience, if you can’t quickly find what you’re looking for you leave and go somewhere else.
So it’s our job, as online sellers, to make it as easy as possible for our customers to find what they’re looking for.
How Customers Search Our Site
When customers come to THCM they have four ways to search for coupons: They can scroll through the entire shop, search by the insert (categories), search Aisle by Aisle (tags) or use the Search box. We’ve talked about categories and tags before so we’re going to focus on that pesky Search box today.
The ‘Search for products’ Box
Customers who come to our site looking for a specific coupon will generally use the Search box to find it. They know exactly what they’re looking for so there’s no sense in scrolling through more than 4,000 listings to find it. If they want a coupon for Luvs they just type “Luvs” into the search box and voila! Up pops a page that shows all of the listings on the site that pertain to Luvs.
I frequently have vendors contact me and ask why their coupon isn’t showing up when they type such-and-such into the Search box. There’s absolutely nothing wrong with that Search box. In fact, it’s pretty intuitive and picks up on more than you might imagine.
The Number One Reason is Missing Keywords
The word ‘keyword’ refers to the word or words the customer types into the search box when they’re looking for a coupon. If your listing contains that keyword then our search engine will show it to the customer.
It’s important to understand that the more specific the customer is with their keywords the fewer results they’ll see. Many customers understand this so if they’re in a hurry they type in EXACTLY what they’re looking for so they won’t have as many different listings to look at.
So let’s see how this really works…
Let’s suppose that Mrs. Smith is looking for that hot $5/1 Gillette Hydro coupon. She goes to the search box and types in “$5 Gillette Hydro.” She will only see the listings that have “$5” and “Gillette” and “Hydro” in the title and/or description.
If Mrs. Smith is a little less specific and types in “Gillette Hydro” then she’ll see every listing that includes the words “Gillette” and “Hydro” regardless of the coupon value. Their may be a $3/1 listing and a $5/2 listing and she’ll see all of them.
If Mrs. Smith is even less specific and just types in the word “Gillette” then every listing on the site that contains the word “Gillette” anywhere in the title or description will come up in her results, including Gillette Shave Gel, Gillette Razors for Men, etc.
What this means to you
It’s important to understand that the customer is only going to see the listings that contain the keywords she types into the search box. SO…
If Mrs. Smith types in only the word “Hydro” she’s only going to see listings that contain the word “Hydro.”
If she’s looking for that $5/1 Gillette Hydro coupon and your listing looks like this – $5/1 Gillette exp. 12/31 – and you don’t at least use the word “Hydro” in your product description…She will not see it in her search results.
The lesson here is this: Think like the customer. Most of our customers know exactly what they’re looking for and they know how to use keywords to narrow their search. Make sure you use those keywords so they can find your coupons.
One Word of Caution about Keywords
Now that you understand how customers use keywords to search our site you’re probably tempted to stuff your titles with every keyword you can imagine so your coupon pops up all over the place.
Don’t do it!
Not only does it irritate customers to see a razor coupon pop up when they’re searching for laundry detergent, it wreaks havoc with Google and other search engines.
The Number Two Reason is Spelling Errors
A few weeks ago when I was cleaning up all the images on the site I also looked at titles and you wouldn’t believe some of the spelling errors I tripped over.
Going back to the Gillette examples above, if you spell it with just one “L” it’s not going to appear in Mrs. Smith’s search results.
And omitting spaces counts as a spelling error. It’s “Gillette” – space – “Hydro,” NOT “GilletteHydro”
Keyword Tip – Put the important stuff first
Place keywords at the beginning of the title – While it doesn’t matter as much with the search box on our site, to the big search engines like Google and Yahoo, “$5/1 Gillette Hydro exp. 12/31” is better than “Lot of 10 – $5/1 Gillette Hydro exp. 12/31” , especially if it’s a long title.
Remember, the customer is looking for that $5/1 Gillette Hydro coupon, not a “Lot of 10.” Most search engines have a limit to how many characters they show in the results. If you have too many characters in your title it gets cut off before the customer gets to the good stuff.
Your Task for Today
Take a look at all of your listings today.
Have you included all the important keywords in the title?
Have you spelled everything correctly and used the appropriate spaces?
Have you placed your keywords at the beginning of the title – especially if it’s a long title?