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Conversion Optimization by Ayat Shukairy, Khalid Saleh

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Positioning Incentives

Incentives vary tremendously, and as we mentioned earlier in this chapter, companies use them to achieve certain goals.

Membership-Only Stores

Membership-only websites allow visitors to buy items at discounted prices after they join. Although this concept has existed offline for many years, websites such as Ideeli.com and DollarDays.com are successfully experimenting with it online. Both websites require interested prospects to become members before they can purchase items offered on their sites. Forcing visitors to join a website increases the visitors’ FUDs, and many may opt not to register because of this contingency. However, both of these online stores offer products at discounted prices, so people looking for a bargain may overlook the fact that they have to register to make a purchase.

Ideeli.com, shown in Figure 7-4, does not allow visitors to view products or any “sales” it is offering prior to becoming members. The store relies heavily on referrals to grow its membership base and has applied the concept of incentives to customer referrals as well. Since it is a membership-only site, Ideeli.com allows users to upgrade their membership, for a monthly fee, to gain prime access to its sales. DollarDays.com, shown in Figure 7-5, allows visitors to view its products prior to becoming members. However, pricing information is reserved for members only. This provides a little flexibility for new users who are unsure of what the store offers.

Figure 7-4. Ideeli.com, ...

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