Entering a Promo Code
Understand how to apply discount and promo code patterns that feel rewarding rather than adding friction at checkout
A discount should feel like a win. It is a moment in the purchase flow where the user gets something back, and the product gets to reinforce goodwill. But when promo code fields are hard to find, confusing to apply, or silent when something goes wrong, that moment of goodwill turns into frustration. Promo code entry sits inside one of the most sensitive parts of any e-commerce experience: checkout. Users are already in a high-intent, high-attention state. An unclear discount field, an unexplained rejection, or an expired code with no guidance on what to do next can be enough to end the transaction.
Getting this pattern right means making it easy to notice, straightforward to apply, and transparent at every stage, whether the code works, has expired, or does not apply to the current cart.
The cart or
A blank promo code/coupon box with a large Apply button can be quite confusing, making users wonder whether they should search for a code and potentially lead to lost conversions.[1]
However, users should notice this element without extra effort when scanning a page. Displaying a noticeable link allows designers to kill two birds with one stone. Firstly, it's easy to spot. Secondly, it only expands into an input on click and doesn't distract users who don't have a code or aren't interested in promotions.
When you offer users a promo code on a website or advertisements, allow them to apply the promo with a click rather than having to enter the code manually. It'll notably reduce user efforts, as they won't need to strain their memory to remember the code if it's embedded into an image that can't be copied.
Another option is to offer a selection of available promo codes during
Sometimes, websites can offer promo codes for certain actions such as signing up for a mailing list or making an order for a specific price total. Don't ask users to make an extra effort – automatically apply such coupon codes to the shopping cart.
You can also send users an email notifying them that they've been granted a promo code. Make sure users can copy or apply the coupon directly from the email and are redirected to a
When a user successfully applies a promo code, it's important to confirm it immediately. This can be achieved by using success state colors (such as green), an icon, or explanatory text. These visual cues will help users feel assured that their coupon is valid and that a discount will be applied to their order.
By keeping users informed throughout the process, you can enhance their confidence in your website or app, and make them more likely to complete their purchase.
There's no point in promo codes if users don't see the discount applied and the
In some cases, the promo code may not be applicable. In other cases, it could have expired or have been entered incorrectly. Let users know about it by providing an explicit error message, including constructive advice on what users can do about it. If the promo code has expired, you can provide a
In some cases, users might not like the discount offered. They may prefer the original sale
References
- Applying Discounts and Promotions on Ecommerce Websites | Nielsen Norman Group
Top contributors
Topics
From Course
Share
Similar lessons
Best Practices for Designing Login & Signup Flows
Best Practices for User Onboarding Flow Design
