6. Position of Coupon Code field
At the end of the checkout process, just below the Place Order button, there is an “Apply Discount Code” connection, which informs users that you can get this product cheaper if you know the code.
For that reason, some of them are going to Google to search for coupon codes and leave the web, and there’s big risk some of them may not come back.
The location of the coupon code area is a tricky matter. If you delete it entirely from the checkout and leave it on the shopping cart page only, users who miss the cart page (there is a direct checkout connection in the mini cart) will be disappointed because they won’t be able to use the code if they have it.
If you don’t use coupon codes often in your promotions, this could be a solution, but if you need it and leave it at the last stage, some users will leave the web, and when looking for codes, they will see advertisements for rivals and maybe find a better alternative.
But what are we supposed to do to encourage users with code to use it and keep other users on the site?
If you have a global campaign and all orders qualify for a promotion, make the code available on the web all the time, including the checkout page.
If only some users have a coupon code, the simplest way will be to add a helper text or icon near the coupon code field and clarify how to get it.
If you use an email for a promotion, the URL should contain a parameter stored in the user’s session so that you can view promo code fields only for those users.
The final decision of the coupon-code field location will depend on the frequency and types of promotions you use.