What are Incentives?

Buy 1 Get 1 Free, XX% off sales, how discounts affect price and conversion

So many websites use online discounts because they feel its the only way to increase sales and conversion rates. but you would be wrong.
In this course we cover the different types of online discounts and incentives, look at how they affect perceived value and introduce an incentive matrix to help you identify each incentive variable like breadth and depth of your incentives to help you frame your testing.
From percentage discounts to value-added offers and deals, incentives drive e-commerce conversion rates. With this Incentive optimization matrix you will have the framework to design and implement an AB testing strategy for your seasonal and recurring discounts to increase conversion rates

About the course

Quick facts about the course, whom its for, how long it it is, and its importance

  • Complexity level: Basic fundamentals course

  • For whom? Marketers, CRO teams, content editors

  • Length: short course ~30 minutes

Course curriculum

  • 1

    Incentive types and variables

    • 1- Incentives: Introduction
    • 2- Incentives: Know your types of discounts
    • 3- Incentives: Positioning of an incentive
    • 4- Incentives: Example
    • 5- Incentives: Fundamental attributes of a discount
    • 6- Incentives: discount development matrix
    • 7- Incentives: Discounts are useless without Value Proposition

CRO course bundle

Get 1 year unlimited access to all 30+ courses, 240+ lessons in over 50 hours of videos training.

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Get to know the Optimization Academy

Social proof: testimonials

eCommerce & CRM Director, Tsakiris Mallas / f. Chairman of the Greek Ecommerce Association

Fotis Antonopoulos

eCommerce & CRM Director, Tsakiris Mallas / f. Chairman of the Greek Ecommerce Association

Those of us that are passionate about eCommerce, know very well that our industry's Holy Grail is called 'Conversion Rate Optimization'. Yet, the problem is that only a few professionals know how to implement a good methodology in order to gain maximum CRO results. The rest of us rely on some past experience, a couple of white papers and/or some youtube videos. All that, until I recently discovered the Optimization Academy. I have downloaded/subscribed to numerous courses, so I said 'why not?'. I have to admit, without being too excessive, that it was one of the best personal investments, the past few years. Very practical, spot-on, fast, entertaining and above all very qualitative. To the point, I restarted the course, once I finished it, to discover more and more data.  Thus, at the end of the day, it comes to the big question... "Would I recommend it?". To my good friends and colleagues, definitely yes. To my competitors, I guess not. :-)
E-Business Manager, BSB Fashion

Dimitris Travlos

E-Business Manager, BSB Fashion

Frankly, Mr. Imhoff is one of the very few who manages to impress me every single time I meet him. If you’re really into actionable insights, practice over theory, efficiency over extravagance, precision over vagueness – and all these expressed with a wonderful non-political correct attitude.


  • What makes your courses unique?

    I get this a lot, no surprise there...
    The courses are based on rules and principles we developed and taught in our CRO agency.
    Unlike a lot of courses that are very good, but very theoretical, and most people find it difficult to apply to a website or AB testing. These rules and principles I use all the time to build my experiments and guide my conversion optimization decisions

  • Is this a long course?

    No, these are short courses 20 to 40 minutes, designed to establish fundamental principles you will need to evaluate your pages and help you assess gaps in your product description content. The multi-lesson courses are longer in the 40 to 90-minute range.

  • Why are the courses numbered?

    The initial CRO training program was designed as a series of sequential courses,starting from #1 and then #2 etc.. But, some companies and people don't want to go through all of them in sequence, so you are free to jump around. I recommend that you start from the beginning as the courses build up knowledge in layers and references learnings from previous courses

  • Is this just for beginners?

    Oh no no no... You would be surprised how even the pros don't know these principles.
    You may think some of these are simplistic, but they are not.