The biggest UX mistake in e-commerce: discount code input on the checkout page

Increasing the conversion rate by removing the unnecessary friction from the purchase flow

Discount code input on the checkout page.

Peter saw a tweet about a new service that is offering a virtual sales assistant that will engage customers on his e-commerce website and this way increase conversion rate.

Peter goes to the service website and he is instantly mesmerised by the beautiful illustrations demonstrating increased user conversion rates and overwhelmed by the thought of employing ML and AI to communicate with his customers.

The service costs a lot. However, Peter thinks the price is worth the service and proceeds to the purchase page. BUT WAIT! What is this?

[Peter sees “Enter discount code” input.]

Peter realises that he could save if he found a discount code. Peter goes to Google “discount code X 2017”. No discount code come up. However, while searching, Peter saw ads for the competitor service. Peter goes back to complete the purchase.

This time Peter is no longer sure whether this is such a good deal. Peter starts to ask questions: How much do the competitors charge? Where can I obtain a discount code? Does it really use ML and AI as the landing page implies?

Peter decides to postpone purchase until he can answer these questions.

Compare the header navigation of the main Fandango website VS Fandango purchase flow.
Amazon 1-Click Ordering in real life. Pressing the button adds Tide to your Amazon shopping basket.

A better way to distribute rewards

Designing GO2CINEMA purchase flow

Lets all go to the cinema

Bonus: How to use the coupon code input to your advantage as a consumer

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Founder, engineer interested in JavaScript, PostgreSQL and DevOps. Follow me on Twitter for outbursts about startups & engineering. https://twitter.com/kuizinas

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Gajus Kuizinas

Founder, engineer interested in JavaScript, PostgreSQL and DevOps. Follow me on Twitter for outbursts about startups & engineering. https://twitter.com/kuizinas