http://monetate.com/2009/07/is-that-a-coupon-box-i-see-before-me-how-it-could-be-hurting-revenue/?utm_source=rss&utm_medium=rss&utm_campaign=is-that-a-coupon-box-i-see-before-me-how-it-could-be-hurting-revenue Website Optimization for Marketers Thu, 17 May 2012 19:38:00 +0000 hourly 1 http://wordpress.org/?v=3.3.2 http://monetate.com/2009/07/is-that-a-coupon-box-i-see-before-me-how-it-could-be-hurting-revenue/comment-page-1/#comment-28 Code Green: Used with care, coupons and offer codes can boost revenue : Segment/Target/Personalize// Tue, 18 Aug 2009 15:01:37 +0000 http://monetate.com/blog/?p=618#comment-28 [...] is a link to the previous post on coupon boxes which received numerous [...] http://monetate.com/2009/07/is-that-a-coupon-box-i-see-before-me-how-it-could-be-hurting-revenue/comment-page-1/#comment-27 Stephen Cobb Mon, 17 Aug 2009 21:41:35 +0000 http://monetate.com/blog/?p=618#comment-27 William -- Thanks for the comment! You describe the ideal scenario, and some online retailers proceed in exactly this fashion. Unfortunately, some e-commerce software has a coupon box hard coded into the checkout process. In some cases retailers have told us that considerable I.T. effort would be required to remove the box. That's why we developed a way to cover it up using our application instead of the e-commerce software. My next blog post will discuss how coupon codes can be used very effectively, if they are used wisely. Stephen http://monetate.com/2009/07/is-that-a-coupon-box-i-see-before-me-how-it-could-be-hurting-revenue/comment-page-1/#comment-26 Wiliam Waites Sat, 15 Aug 2009 17:55:22 +0000 http://monetate.com/blog/?p=618#comment-26 I would assume that a coupon would only be "promotional" for someone who has the coupon (code). If that is true, why even suggest the existence of a coupon to someone who already is on the cusp of a purchase? What if people directed by coupon code were sent to a landing page with the coupon code appearing on the page? I see the coupon promotion. I go to the coupon landing page. I learn the code. I use it in the shopping card. I don't know about the coupon offer. I am just looking for a buy. I go to the standard landing page and navigate to the shopping cart. I found what I want. I'm ready to buy. I do. What is wrong with this scenario? (I'm sure something is) http://monetate.com/2009/07/is-that-a-coupon-box-i-see-before-me-how-it-could-be-hurting-revenue/comment-page-1/#comment-25 Chris Mon, 27 Jul 2009 23:06:52 +0000 http://monetate.com/blog/?p=618#comment-25 As a consumer, I always open a new tab and search for coupon codes before purchasing online - it's just too easy not to these days with sites like RetailMeNot, or rebate sites like eBates. As a marketer, I would think ecommerce sites would take advantage of this 'mall' mentality and embrace/submit their coupons to these sites to captialize on those looking. Sure it costs them some affiliate money, and the discount cost, but these are 'buyers' not shoppers. Someone will get their business. Now for those 'regulars' that just feel bad when they see the 'coupon box' - here's a strategy to try... ad an email opt-in box next to the coupon box, with the words "Don't have a coupon - join our list, and we'll email you one" - if combined with AJAX technology that does not take them away from the page, but sends message with link to open a new window to check their email, the retailer could actually control the sale right there, still get the order, and make the purchaser feel welcome. It's what I call a 'controlled give-away' and solves the problem of the shopper finding a larger coupon, or leaving b/c they feel they could get a better deal later. BTW - at worse case, you've collected their email for future marketing, at best case scenario, you give them a few dollars off, and close the sale. http://monetate.com/2009/07/is-that-a-coupon-box-i-see-before-me-how-it-could-be-hurting-revenue/comment-page-1/#comment-24 admin Mon, 27 Jul 2009 20:55:03 +0000 http://monetate.com/blog/?p=618#comment-24 Interesting suggestion Jeff, and you're right, definitely worth testing. I should make it clear that I'm not anti-coupon. In fact, we have had positive results with coupon box highlighting, where the retailer wants added messaging to pop up on the checkout page to reassure shoppers that they got the promised discount (displayed to a segment targeted with a specific coupon). More details of that strategy in a future post. http://monetate.com/2009/07/is-that-a-coupon-box-i-see-before-me-how-it-could-be-hurting-revenue/comment-page-1/#comment-23 Jeff Mon, 27 Jul 2009 20:11:16 +0000 http://monetate.com/blog/?p=618#comment-23 Might be worth testing if merely RENAMING the coupon code box would work. How about: "Store Credit Code" or "Gift Card Code" You might well be able to get close to the same results with a simple label change. It's at least worth a test. - Jeff http://monetate.com/2009/07/is-that-a-coupon-box-i-see-before-me-how-it-could-be-hurting-revenue/comment-page-1/#comment-22 Claudia Mon, 27 Jul 2009 19:46:00 +0000 http://monetate.com/blog/?p=618#comment-22 Been there and done that (questioned if I should look for a coupon) 1) I have found coupons (on a few sites) cost you a hefty shipping charge, while 2) a straight above board coupon will get you a better deal if you 'start with a coupon' and let it take you to the store. Botttom line, don't show *enter coupon* at check out.