E-commerce Insights: Take a Page From the 14th Century

Discounts work well, “but are scary for many retailers,” he says. An online coupon, which can be circulated too broadly, can cut into margins. And with it comes fraud concerns. McAteer recommends limiting online offers to those that can be safely distributed to anyone.

Payment method is an aspect of the online offer that’s most often overlooked by marketers, McAteer says. The Google Checkout badge often increases clickthrough rates.