Again, they portray your brand as one that provides perks to buyers. Consistent reminders of discounts can help users find items in their budget as well as encourage users to buy. If the site offers free shipping or other site-wide discounts, show these offers on each page of the site. Communicate site-wide promotions globally throughout the site experience. Seeing these discounts can positively influence users’ perception of the brand and the site, giving them another reason to check back in the future. If you offer discounts, this is a benefit you should advertise to everyone - not just those seeking out sale items. It is still appropriate to have a Sale section for those motivated by cost savings, but cornering these savings into a single page means many users will never see them. Now, knowing that, if I came back to the site, I would just go to the designers I like.” “If I go to a designer I like, I wonder if the things by that designer that are on sale will be there?” When she got to the page, she was pleased to see sale items listed. On, a user went directly to a designer’s page, hoping that it would include sale items from that designer. Our research participants often gravitated toward discounted items shown alongside full-price merchandise, and mixing sale priced products in with regular-priced items helped them understand that there were sale items on the site. Sites that display sale items together with full price items help users discover discounts within their area of interest. (Previous research established that there are several different types of ecommerce shoppers with different behavior patterns.) Users looking for a particular item generally browse based on category.

Some users navigate directly to Sales sections when motivated to find a bargain, but others do not specifically seek out Sales sections. It is best to list discounted items on both the appropriate category page as well as in the Sales section. List discounted items in the Sales section as well as in appropriate categories.ĭo not limit the display of sale items to a dedicated Sales section of the site. Communicating Discounts and Promotions 1. In our research for the new fourth edition of the Ecommerce User Experience report series, we evaluated users’ experience with promotions and discounts across a variety of websites and we’ve identified a set of guidelines to help designers address the presentation of discount-related content on ecommerce sites and applications. Designers should evaluate the types of promotions that may be offered and design effective approaches to both communicate these offerings. Incorporating the many possible promotion types (ranging from sitewide coupon codes to multiitem savings) in the online shopping experience can be a difficult design challenge. Many ecommerce websites offer a variety of sales, coupons, or discounts to their customers.

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