Actionable Optimisation #23 – Auto-Apply Promo Codes

 October 20, 2020

By  Will

How Can Auto-Applying Promo Codes Save 27% of Abandoned Baskets?

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We’ve all done it.

You’ve been browsing online, temptation has taken over, and you’ve clicked that ‘Add to cart’ button.

But then you see something that gives you pause.

‘Enter discount code’

Your eyes light up, and you start picturing a juicy 20% off code.

The chance to save £15 is too good to turn down and with one quick CTRL+T you’re gone, never to be seen again.

That’s the reality you face as an ecommerce business.

A study by PayPal and comScore found that 27% of consumers would abandon their cart to search for a discount code.

That’s over one quarter of your shoppers.

One quarter of people who were just a few details from completing their purchase.

Gone in search of a discount that may not even exist.

It’s your job, and responsibility as a marketer to stop this happening.

But how?

By removing the box, and automatically applying the codes instead.

Got a side wide and very public offer available? Auto-apply it.

Have an affiliate partner exclusive offer? Pass it through the URL and keep the customer informed on-site that it’s been applied.

Want to send out reward codes to your best customers? You guessed it.

Not only will you reduce the number of people exiting your site to find that elusive code, but by not even having a promo code box your customers won’t expect them, and so won’t be tempted to wait for them to appear in their inbox.

There are of course various other ways to frame this. You could make the box invisible for customers without a code, and show it for those who have one or when its available.

You could have a little line of text ‘Add Promo Code’ so it’s less obvious and the implication is that if you’re eligible to use one you’ll have one.

But my preference is to auto-apply the discounts and make this obvious.

22. Auto apply discount


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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