Problem summary

You want to attract your users to conduct a purchase of one of your products

Example

Usage

  • Use when you want to create special attention around a specific product or service
  • Use when you want to give your customers an incentive to commit to a purchase of one of your products or services
  • Use when you want to advertise a discount to a specific group of people or advertise to a target group of users by for instance posting a coupon code in a forum or printing a coupon code in a magazine.

More examples

Solution

Create a field specifically for entering a coupong / promotional code. Entering a code gives the customer a certain amount of discount depending on what code has been entered. On the merchants side, a number of different codes can be constructed in order to 1) measure where your customers come from and have heard of you and 2) allow different discount rates for different groups.

Rationale

Using coupons codes to attract customers to buy a merchants product builds on the customer’s assumption that the offer is short lived, why action must be taken soon in order not to loose the psychological gain given by receiving the coupon code. As losses are mentally valued with greater weight than gains, the customer will be aversive towards losing the gain given and act on it while time is. Check out the Value Function as proposed by Tversky and Kahneman, 1991: Loss Aversion in Riskless Choice.

Another benefit of Coupon codes its traceability. Marketeers can branch out different codes to find out which campaign generated the most leads.

This article has been commented 2 times. Join the discussion!

More examples of the Coupon pattern See all 4 example screenshots

2 comments

  • 72886c503d9f3c74cc95ac2f66865809

    Roman Bercot on Feb 13, 2008

    Coupon codes should be entered on a separate process for certain users who may have one, and not appear on the same checkout page as “everybody else.” This can prevent a sale as the user wonders “Where are the coupons and how do I get one?”

  • 40ae28b56e97e108ee5e91af0cb12fb7

    Dustin on May 28, 2008

    I think one of the most obvious reasons for coupon codes is missed here, that is that coupon codes help marketers track the effectiveness of their advertising dollars.

Post a comment

To avoid spam, no URLs are allowed.