We've all been in that situation: you're on the checkout page, excited to finalize your order, only to be confronted with a discount code field. The search for a discount begins, and you find yourself scouring the internet for a valid code. You eventually give up and decide to postpone your purchase.
For brands that avoid discounts, don't dangle the possibility of one over your customer's heads. Instead, eliminate the discount code field altogether. Doing so prevents decision paralysis, promotes conversion, and gives customers more confidence in their purchases.
For brands that offer occasional discounts, include some text in checkout letting customers know they're rare. Save them the hunt!
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This post originally appeared in Edition No. 145 of my newsletter. Subscribe here.
Monday, June 19, 2023
