Usability tip: Why remove the voucher from the shopping cart?

You may have seen this from time to time: you want to order a product and this pops-up:

What’s the problem with it? It makes you want to leave the basket, go to Google and search for a voucher. There are three scenarios:

  • Your client finds a voucher, he returns to your shopping cart, and gives you a cheaper order. You’ve just lost money.
  • What happens if the client doesn’t find the voucher?
    • He might be frustrated, and look for products someplace else, since your brand just got a bit more annoying (“ah, they do give vouchers, but not to me! Bastards!”).
    • Even if the client does return, he will feel frustrated, he will probably feel he is losing some money. Not so good.

My opinion? When you give a voucher, also give a link which the client should use in order to make an order on your web site. Without that link, the customer won’t see the voucher field anywhere.


Note: Also see the Yahoo! Group on which I present similar issues:IMRo. To join, email imro-subscribe@yahoogroups.com and reply to the confirmation email.

I am a Freelancer. My expertise is in SEO (Search Engine Optimization) / UX (user experience) / WordPress. Co-founder of lumeaseoppc.ro (series of events on SEO & PPC) and cetd.ro (Book on branding for MDs). On a personal level, I like self-development - events, sports, healthy living, volunteering, reading. I live in London, and lots of things live in me.

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