Acitydiscount.com is a boring B2B e-business that caters to the needs of food service companies. 95% of the time service company buyers enter acitydiscount.com when they have a very specific need and once they land on the site quickly move from homepage to target product page and make a purchase. This is the default relationship. But acitydiscount.com has done something different, on their homepage is a call to action called “Make an Offer”. This takes visitors to this page http://www.acitydiscount.com/restaurant-equipment-make-offer.htm. Here visitors can bid on an impulse item. This is an excellent way for acitydiscount.com to excite their core audience and also improve average order value.
If an online shopper who is looking for item x finds your site and buys item x that’s just par for course. What’s special is if this shopper can be persuaded to checkout with x + y.