Are you marketing to a receptive audience? If not, you're missing out on one of the greatest ways to increase your conversion rates.

I recently returned from our annual company retreat. On the Jet Blue flight down the flight attendant passed out toothpaste samples to the entire plane. If you can get past the irony of handing out toothpaste that you can't take through the security checkout anymore it was a really good promotion opportunity for the toothpaste company.

Beverage service was started with the snack basket. Everyone likes getting something from the "free" goodies basket which was quickly followed up with drink orders. Lastly the attendant walked down the isle and handed everyone an unexpected sample tube of toothpaste. It felt like a great little extra that no one was expecting.

What would have happened if the flight attendant had instead started with the toothpaste samples? People would wonder why they're getting this. Some might complain "Where's my snack? Where's my drink." When you put the customers in a receptive mood by offering expected drinks and snacks they're already used to getting something as the attendant comes down the isle. If the toothpaste company had setup a booth in the airport terminal do you think they'd have close a 100% acceptance rate from everyone walking by? Hardly!

You can do the same with your web store. Market to the customers who have already purchased something. They're telling you that they like your store and your products. What else can you offer while they're expecting your delivery. Put something unexpected in the box that they didn't order. Do you think that receiving an unexpected free goodie might get your customer to tell a few friends about your store? What would that be worth to you?