Coupon Codes Can Kill Conversion
Speaking of coupons, I once read a Marketing Sherpa case study demonstrating that the inclusion of a “coupon code” field in your checkout process actually hurts conversion pretty significantly. If you think about it, calling out out the fact that a little research could save your customer money entices them to leave your site in search of the deal. Inevitably, some don’t come back to hit submit; and if they do come back, many do so with a coupon nailed right to your top line. Again, these are people that were about to purchase anyway –it’s like you want them to be jerks. :) But seriously, I’m amazed every time I see coupon codes featured heavily on GoDaddy and other big sites that should know better.
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My friend Rick Galan created 