Many of the coupon websites that were existing 5-6 years ago seem to have called it quits in the world of business. However, a few coupon sites are still in existence today and they are doing fine. This leaves one wondering what a coupon site must do to achieve success.
Below are 3 important things aspiring owners of voucher websites should consider if they want to become successful. We use examples from 2 well-known voucher sites in the United Kingdom, www.wikigains.com and Groupon.co.uk.
This is the lubricant that oils the various parts of a business, and successful coupon sites know that having access to hundreds of thousands or even millions of dollars raised from venture capitalists and a range of other investors can be a big boost.
The early 2012 was characterised by coupon-site-flooded internet. It seems every affiliate with no access to adequate amounts of capital acquired a WordPress template and got down to the business of starting a coupon site. Unfortunately, maintaining a coupon database that is characterised by tens of thousands of coupons requires a more sophisticated and integrated database management system than any WordPress Content Management System can handle. It would require a massive capital outlay, invested in customised DBMS, with hundreds of thousands of dollars investment in coding, as all successful coupon sites have done.
A good example of this is UK voucher site Wikigains. Created in 2013 the owner of this voucher site first considered WordPress as the main CMS of the site as well as customised plugins. Within weeks it became evident that WordPress did not provide the required stability, expandability, control and flexibility as open source web frameworks. Wikigains was eventually made in Django, Python. It took months and a 6-figure investment to create the first phase of Wikigains.com.
2. Building and Marketing an Authority Site
While anyone is capable of starting a coupon site and take links/deals from Affiliate Networks, not everyone can create a successful authority voucher website. If anything, having a trustworthy coupon site that all the search engines accredit is more important than just having valid coupons.
For instance, Groupon is an example of a coupon company that has succeeded as a coupon and local offers website. They have for years made intensive investments in both offline and online marketing and succeeded in creating a website with millions of organic backlinks. To achieve this, they invested heavily in commercial advertising, including TV and the social media. Having spent millions of dollars, they managed to have numerous blogs and sites linking to their own website. Today, Groupon has become an authority website, with merchant pages of zero content ranking on top of the SERPs (Search Engine Result Pages).
3. Experienced Leadership and Skilled Workers
Most of the voucher sites that began between 2012 and 2014 never had enough individuals, which is a prerequisite for operating a successful voucher site. Representing thousands of Merchants requires that you have a team of skilled individuals to keep updating coupon codes weekly. You also need a team to keep in touch with the Merchants as well as their Affiliate Networks (where necessary).
In addition, you need a team of individuals to carry out promotions and outreach on other websites, and another team of SEO experts working full-time to ensure your brand is promoted in in search engines.
Remember that you cannot achieve all these without the efforts of at least 2 full time coders working and a team of 20 staff members dedicated to their cause, which you cannot manage without the help of highly experienced team leaders and managers.
From birth, Wikigains has had a team of coders constantly improving the site. Groupon has got an army of developers in many parts of the world, all managed by very competent leaders.
The lessons in 3 lines
Despite hundreds of affiliates attempting to create voucher sites in the recent years, they have failed miserably. However, a few other voucher sites, such as Wikigains and Groupon have been very successful at doing so. This can be attributed to their huge budgets and large number of skilful employees working for them to ensure integrated leadership.