As a Swell store owner, you have two powerful tools at your disposal for offering discounts to your customers: coupons and promotions.
- Coupons are based on codes entered by the customer to redeem during the checkout process.
- Promotions are discounts automatically applied to every customer’s order, so long as the promotion requirements are met.
When configuring a coupon or promotion, use the Discount type to determine its behavior—these are how you set eligibility for receiving the discounts as well as how the discount will be applied to the order.
Discount types are a shared concept found in coupons and promotions that allow you to define what is discounted, how much it is discounted, and who the discount applies to.
When defining a discount rule, the first choice to make is what you want to discount. Discounts can be applied to the following:
- Order total: Discount applies to the order’s total
- Shipping: Discount applies to the shipping total
- Product or Category: Discount applies to a particular product or category
- Buy X get Y: Discount becomes eligible when specified items are purchased
You can also select Add additional discounts to expand the discount options or feature more than one discount type on a coupon or promotion.
This discount type applies to the customer’s order total and can be based on either a fixed dollar amount or a percentage. For example, a user could receive 10% off or a fixed amount of $10.00 off their entire order total.
When setting the Amount field:
- Choose $ for a fixed discount amount
- Choose % to specify a percentage-based discount
You can specify product categories that are not eligible for the discount by selecting Exclude categories and selecting categories through the search feature.
An order minimum can also be set to ensure the discount only applies to orders that meet a minimum order total. Select Require minimum order total and specify the amount.
This discount type applies only to the cost of shipping for a customer’s order. The Amount can be specified as a flat discount amount ($) or a percentage (%). Additionally, you can select Apply to specific shipping method to apply the discount to one shipping method offered by your Swell store. A minimum order total can also be required for this discount type.
Utilize this Discount type to apply a discount to a particular product or category. When creating this discount, specify the discount Amount, select product or category, and make your selections from the search field.
Additional settings for this discount include:
- Exclude categories: This will exclude any product within the selected categories from being eligible for the discount.
- Require minimum order total: Set a minimum order total to be met before the order can receive the discount. For example, setting it to $10.00 would require the order total to be at least $10.00 before the customer could receive the discount.
- Require minimum product price: Set the minimum price of a product to be eligible for the discount. For example, if you set the minimum product price to $14.00, and a user tries to purchase a product priced at $10.00, they will not receive the discount.
- Require minimum product quantity: This sets the number of products a user must purchase to receive the discount. If you set this to a minimum of 4, and a customer purchases three products, they will not receive a discount.
- Up to maximum product quantity: Set the maximum quantity of products for which the discount can be redeemed. For example, say we set this to 4, and a customer purchased five of that product. The discount would only apply to four of the products during checkout—they would pay full price for the fifth product.
The Buy X Get Y discount is a Coupon or Promotion that provides a discount for a product once the customer meets specific requirements with their purchase. For example, suppose a customer buys three products. In that case, they could get the fourth one discounted—or if the customer spent a certain amount, they could be eligible to receive a discount on a particular item.
When creating a Buy X Get Y discount, you will have two areas to specify the requirements for the discount to be met as well as the discount itself:
- In the Customer buys section, define either the Minimum purchase amount or quantity and specify the product or categories that need to be purchased in order for a customer to receive the discount.
- In the Customer gets section, set the discount the customer will receive once they meet the requirements for the discount (outlined in the Customer buys section). Here you define the Discount type, the Amount, the Up to quantity (if the discount is per item), and choose the products and categories eligible for the discount.
Keep in mind when working with multiple discounts is that all discounts that match an item will be applied. For example, if a coupon has both a Category prices discount and a Product price discount that match the same item in the customer’s cart both discounts will be added together to determine the final discount value.
Additionally, discount values are calculated independently. To continue the above example, if I have a $3 discount on the category and a 20% discount on the product, the final discount amount will be $7 for a $20 product ($3 is fixed, and $4 is 20% of the $20 price). The order of the discounts does not matter because they are always calculated against non-discounted values.
Usage limits give you greater control over your discounts. You have three options to limit your promotions and coupons:
- Limit the number of times this promo/coupon can be used
- Limit promo/coupon to one per customer (tracked by email)
- Limit promo/coupon to specific customer groups
These controls let you limit who can use a discount and how many times it can be used. You can also control the use of your discount by setting the start and (optionally) end dates for your discount—letting you safely prepare a promotion ahead of time, and end it exactly when you want. The expiration control is especially useful with coupons to avoid lingering coupons that continue to be used indefinitely.
While coupons and promotions support different types of discounts to your customers, they are both created in a relatively similar workflow under the Discount tab within the dashboard.
To create a coupon, navigate to Discounts > Coupons in the Swell dashboard and select New coupon in the top right of the window. From there, you will be prompted to complete the specifications for the coupon:
- Coupon code
- Discount type
- Usage limits
- Active dates
To create a promotion, navigate to Discounts > Promotions in the Swell dashboard and select New promotion in the top right of the window. From there, you will be prompted to complete the specifications for the promotion (much like coupons):
- Promotion name
- Discount type
- Usage limits
- Active dates
When creating discounts for subscriptions, Swell provides the ability for you to control how the discount will be applied to your subscription. When creating a coupon or promotion for a subscription in the Discounts tab, you can specify the number of billing cycles for the discount to be applied.
For example, say you are running a promotion on your new monthly subscription for your literary magazine. You could give new customers a nice discount on their first year of the subscription (twelve billing cycles—once a month). You could also give the first 3 months free by applying a full discount for three billing cycles.
Email marketing is a great way to keep in touch with your customers and potential customers. You can also use email marketing to offer incentives to shop your store via coupons, promotions, and sales. Swell has an integration with Mailchimp, which streamlines your email marketing should you choose to use it. Click here to read more about integrating Mailchimp.
You have the option to ask customers to opt into your email newsletter during checkout. Turn this feature on or off by navigating to Settings > Checkout and selecting an option under Email opt-in. This option can be disabled. However, this is a passive way to collect email addresses to invite customers to shop with you again in the future.
We suggest only sending newsletters and promotional content to those who have opted into your newsletter.
Search Engine Optimization (SEO) is the process of optimizing your content and website in order to reach a higher ranking in search engine results. The more optimized your shop is, the more free, organic traffic you’ll receive. Here are some suggested optimizations you can make to improve your shop’s SEO:
- SEO friendly URLs: Choose URLs like www.swell.is/products versus www.swell.is/2020-18-01-overview-of-products.
- Page titles: When creating titles for each page of your Swell store, match the URL to the title. Choose titles that are SEO friendly like "Products" versus "All Our Cool Stuff You Can Buy."
- Keywords: Make sure to use keywords wherever there is copy (your product description, for example). What are some words or phrases your potential customers would use to search for or describe your products? Where applicable, add those keywords in your copy, meta description, page titles, URLs, and image alt text.
- Meta descriptions: A meta description is a snippet of text that summarizes a page's content. Search engines show the meta description of a page when the keyword or searched for phrase is included in the meta description.
- Filenames of images: Keep your filenames short but descriptive. Try and use your target keyword or main keyword in your filename like "swell-ecommerce-features.jpg" versus "swell-ecommerce-best-platform-to-build-your-ecommerce-store-on-in-2020.jpg” or "picture-1.jpg."
Be sure to check out Google's SEO Starter Guide for more information about SEO.