Recently I had a very interesting conversation with a non-web devotee about online shopping. When required to make a decision about who to buy printer inks from and overwhelmed at the choice of offers, instead of spending half an hour working out who offered the best value, the decision was made very simple by one site.

This site offered a free chocolate bar with every order. Whilst not over-interested in the Net or printer inks except when essential, the person in question is inordinately impressed by chocolate. Decision made and order placed!

Whilst many talk about offering free shipping, keeping your prices competitive and so on, perhaps there is something even more simple that you can do to win orders and differentiate yourself from your competition?! Do you have a famous local product that you could offer as a thank you for ordering from you? Could you offer a free chocolate bar with every order? Is there an affordable ‘extra’ that you could throw in that is compelling enough to make the purchase decision easy? Think laterally and see what you could persuade customers with…..

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About the author:

A practising internet marketing consultant since 1996, Lindsey Annison helps companies improve their website marketing, online PR and information architecture. Lindsey is also a qualified adult education lecturer and author. As co-founder of the Access to Broadband Campaign, she has been instrumental in the provision of high-speed internet access to rural areas in the UK. Lindsey is also a past winner of's Outstanding Contribution to UK Technology