Coupon Codes Suck - Coupon Codes Are An Opportunity

Type in your favorite online eCommerce website into Google search and Google Instant will usually return four "instant" results.  However, with eCommerce retailers, it's clear buyers are looking for coupons because doing the above results in the retailers name plus coupons or retailers name plus coupon codes.  You can look at it many ways, but at JustBats.com, it's viewed as an opportunity.

 

Take a look at these screenshots of some of the search research I performed.

 

Screen Shot 2012 05 29 at 9 22 43 PM

Screen Shot 2012 05 29 at 9 22 58 PM

Screen Shot 2012 05 29 at 9 23 15 PM

Screen Shot 2012 05 29 at 9 23 28 PM

Screen Shot 2012 05 29 at 9 23 59 PM

Screen Shot 2012 05 29 at 9 26 05 PM

 

It's clear, from the data above, that people are searching for coupons codes when they search for their favorite eCommerce site.  What's the big deal?  Point is, some retailers are not doing anything about it.  Why care?  Remember, I said it was an opportunity.  Here's why.

 

Let me explain.  At JustBats.com, we don't compete on price.   JustBats.com provides experienced baseball and softball players as customer service reps so you can rest assured you are speaking to experts, but we don't compete on price.   JustBats.com offers free shipping both ways (in case you need to return it) on every order, but we don't compete on price.  JustBats.com stocks the largest selection of bats of any Baseball Bat and Softball Bat eCommerce retailer, but we don't compete on price.  So, when it was true that coupon codes sites were reproducing faster than rabbits and simply lying about who offers coupons and who does not, just for traffic, it was clear JustBats.com had to do something about it.  JustBats needed to own that traffic.  Since we don't compete on price - I know you get that by now, something had to be done.

 

In 2009, I was studying Google Webmaster Central and noticed that coupons codes was a growing organic search.  When I performed the search for JustBats.com Coupons, I noticed the scourge of coupon code sites that were parading around like they have coupon codes for all website for deep discounts.  One even mentioned free shipping JustBats.  Sorry guys, no coupon is needed for free shipping.  With the search for coupons codes growing, and the first page of Google was filled with garbage, I decided to hit back and here's what I did.

 

Created a page on JustBats.com called coupon codes, so the url is JustBats.com/customer-service/coupon-codes and added the following text.  There are a few sites out there claiming to have JustBats.com coupon codes available. The truth is JustBats doesn’t offer coupons. We already offer deeply discounted prices, free shipping both ways, same day shipping until 8pm CST, 24/7 customer service, and an excellent selection. Our bat packs are one of a kind, featuring multiple bats at a discounted price. We currently offer over 1000 products from over 40 vendors. You will not find coupons on our site, only our promise to serve athletes and parents while providing the best online experience.

 

Immediately after updating the site and site map, Google indexed the page a few days later and we began to rank on the front page for JustBats.com coupons and JustBats.com coupon codes.  Whoopie do - big deal.  The big deal is now customers who are searching for JustBats.com coupon codes was now getting a special page designed for them.  The results were satisfying.

 

Screen Shot 2012 05 29 at 9 51 30 PM

 

The results above are from 2010 - 2012.  Every time someone comes to the coupon codes page, JustBats.com makes $23 and incurs a 12% conversion rate.  Therefore, I recommend to all Internet Retailers who do not offer coupons, setup a coupons codes page that explains your policy in a warm and fuzzy way.  As you can see by the results above, it works and is so easy implement, and often forgotten.  Of the big name brands listed above, only a handful of sites even have a coupon codes page.  Why let an opportunity so simple and easy, slip by.