Do Coupon Codes INCREASE Checkout Abandonment?

couponsIt seems like a lot of my recent blog posts are coming out of the “Conversion Tips”, I’m posting to Twitter.

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One of my recent Conversion Tips, that I received a ton of questions about was the following…

“Conversion Tip: Turn the “Coupon Code” field off in your checkout process. It usually INCREASES Cart abandonment.”

Many people asked me WHY having a coupon code field in their checkout process could actually increase shopping cart abandonment?

There are actually several reasons I recommend against having a coupon code field in your shopping cart.

The first reason comes out of observations I’ve made during usability testing. When I conduct usability tests for clients, we recruit actual people to navigate the client’s website and try and perform certain tasks to identify points of failure in the navigation process and user experience.

A behavior I’ve observed…

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