Reduce Abandoned Carts By Hiding Your Coupon Fields

As buyers we all love a coupon or vouchers. Especially when the world is charging more for everything we buy.

As sellers, we like coupons too, but we’d rather buyers pay full price – let’s be honest!

Coupons are great marketing tactics for campaigns to encourage new users or specific audiences to come to your website and make a transaction.

So why on so many basket and checkout pages do we dangle a big coupon box, when potentially it’s only there for campaign traffic?

Here’s a typical journey that might sound familiar.

• 1 – A user (let’s call him Joey) visits your website, casually adds a few items to the basket, and prepares to checkout.
• 2 – Ohhhh, Joey notices the coupon field.
• 3 – Joey cannot resist hunting out a good deal and opens a new tab to hunt for a coupon code that might work for your website. Joey is in between jobs and money is tight.
  “your website coupon” is bashed into Google and Joey crawls through the search results.
• 4 – After visiting a few websites, maybe finding the odd expired code, all of a sudden…

• 5 – Monica & Chandler (Joey’s friends) knock on his door, and in that moment he stops searching and forgets what he was trying to buy.

Getting Back On Track

This journey happens. Some users might return others will forget.

Ultimately, displaying a large coupon field provides an opportunity for users to become distracted searching for codes.

Those coming from a campaign with a code will already be looking for where that coupon box is with a magnifying glass to get that discount.

How Do You Hide The Coupon Box?

The example above comes from a website project we delivered for Don’t Buy Her Flowers, but it’s a method we usually implement. A simple click and reveal.

Subtle enough to be missed, but visible enough to be seen for those who are looking for it.

What’s To Swipe & Deploy?

If you’re running an eCommerce website, then implementing a click-to-reveal code field is a quick and easy step.

But first, check your analytics data to see what your abandoned cart rate is before you implement it, and then monitor it after. I’d love to hear if you experience a reduction.

That’s a wrap for Swipe & Deploy #4. Join me next week when I’ll share another insight or piece of inspiration from around the web.