Abstract: A system is provided for conducting electronic commerce and for increasing a conversion rate of visitors to a specific online merchant's website by promoting an incentive. The incentive is designed to encourage the customers to complete a purchase of goods and/or services offered by the online merchant. In one embodiment, the incentive offer is related to the desired transaction such as free shipping, merchandise discount, or a rebate. The incentive offer appears in various places on a specific merchant's website such as, for example, a home page, a shipping page, or in a shopping cart. The incentive offer is redeemed by connecting to a service provider website via a hyperlink after the purchase is complete, or directly from the page where the incentive offer is displayed. Once connected to the service provider website, the customer accepts the offer.