Hider 2 coupon code#
Net-A-Porter employs a “camouflage strategy” where the promotion code box is subtly hidden behind an expanding element link written in tiny font. This allows the e-tailer to get some of the benefits of selectively offering promotions, while mitigating the risk of training visitors to search for a coupon each time they visit the site. This strategy can be effective, preventing the coupon code box from triggering a coupon search (since only those who were sent a coupon will be exposed to the box). The customer does not need to enter a code, nor does a coupon box need to be displayed. The URL parameter includes the promo code and the discount is automatically applied at checkout. When the shopper arrives at the checkout page, the parameter is looked up in the session and the box is displayed. When a customer arrives via an affiliate link or email with a promotion, the URL includes a parameter indicating the shopper has a promo code which is stored in the shopper’s session. Linda Bustos from Get Elastic suggests hiding the promo code box from visitors who don’t have a code and selectively showing it to only visitors who have a code. If you’re highly promotional and have a high checkout/cart abandonment rate, this could be an impactful A/B experiment to test. By offering an internal link to their own promotions, both affiliate fees and lost sales to visitors who go off-site searching for a coupon are reduced. However, for a retailer like Macy’s that is already highly promotional, this can be a net positive decision. This strategy is likely to increase the percentage of visitors who redeem a promotion. In this study, when discounts were present, shoppers were found to search for a lower price elsewhere less frequently, regardless of where the discount was offered. Research on discounts and consumer search behavior provides some academic support for this strategy. Lord & Taylor is taking an even bolder approach, clearly emphasizing its promotion directly in the shopping cart. This one tactic has led to incremental sales “far larger than we thought it was going to be,” according to president, Kent Anderson. Clicking it opens a new window that lists all of the store’s currently available coupons. Macy’s adds a “find one now” URL next to its promo code box. Here are a few alternatives to blatantly and indiscriminately showing a promo box to all visitors who come to your site. The possibility of training the shopper to expect some sort of discount each time they visit the site.The chance the shopper will find a better deal.There are several reasons why an e-tailer would want to avoid sending a shopper to search for a coupon: This practice is so common that the second suggestion provided by Google in a search for “bergdorf goodman” is “bergdorf goodman coupon.” If you’re like most people, the coupon code box acts as a trigger that prompts you to search for a coupon. What is the first thought that comes into your mind? You get all the way to the checkout page and this is what you see:
Put your shopper hat on for a minute and imagine you’re on looking for the perfect pair of Gianvito Rossi pumps.
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