Higher steps are more attractive. Incentivise potential customers by rewarding loyalty. The aim is to acquire new customers who will keep returning to you. 


Top tips:

A. Choose step values that are higher than discounts you offer elsewhere.

B. A high Step 3 is crucial.

C. A high Step 3 doesn't actually equate to a high overall discount.


A - explained

If you choose step discounts that are only the same (or even lower) than any other discounts you currently offer (e.g. 10% off with newsletter signup), you risk customers being put-off from purchasing your vouchers. The higher the steps you are willing to input, the more attractive your vouchers will be.


B - explained

Step 3 is the first discount seen by potential customers in your campaign preview on the app and website, before they tap/click to see more of your campaign details.


C - explained

The average discount (average of all 3 steps) is lower than the Step 3 discount, and furthermore, only your most loyal customers will receive the Step 3 discount. Here's an example, assuming steps of 10%, 25%, 55%.

  • Customer buys Step 1 voucher: Average discount = 10%. (10%)÷1=10%

  • Customer buys Step 1 & 2 vouchers: Average discount = 17.5%. (10%+25%)÷2=17.5%

  • Customer buys Step 1 & 2 & 3 vouchers: Average discount is 30%. (10%+25%+50%)÷3=30%


While customers are incentivised to keep purchasing vouchers as the discount at Step 3 (55%) is much higher than the previous steps, the average discount is much lower. You can increase/decrease the average discount by increasing/decreasing steps 1&2.