Welcome to Blueleaf's UXpert, our regular look at UX that could improve your website for users and ultimately deliver increased conversion rates. This week, we're talking about promo codes.

What's the problem?

Promo codes can be a very effective way of driving online sales, but on the flip side we've all experienced that feeling of frustration when you don't have a promo code and you're wondering if you could somehow be paying less for the items in your basket. Users will often leave a site just as they're about to checkout (never good!), in the search for promo codes on voucher sites. This can be very bad for abandonment rates.

What's the solution?

Firstly, you need to know how reliant your business is on promo codes and then change your UX accordingly.

  • If your business is very reliant on promo codes (constant marketing of them, always discounting etc), you'll want to make your promo code field nice and prominent in the basket and you can also repeat it in the checkout flow for anyone who misses it first time

  • If your business uses promo codes quite often, consider only showing the promo code field in the basket and you could close it up into a concertina to make it slightly less prominent so as not to annoy users without a code

  • If your business only occasionally uses promo codes (e.g. seasonally), you should turn the promo code box off when you don't have any active codes running

What could the benefit be?

Getting the UX of your promo code field right can boost sales by making it really easy for users to get a discount when you want them to, but also by not annoying them when they don't have a code or encouraging them to leave your site in search of a code that may not exist.

I hope you found this useful – if you have any questions on this or anything else to do with UX, please do message me.

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