Reducing Checkout Friction Through Smarter Promotion Code Design

Customers frequently overlooked or misunderstood the promotion code field during checkout.

This led to unsuccessful voucher applications, increased frustration, and additional customer service inquiries. At the same time, unclear promotion communication negatively impacted conversion performance and revenue metrics.

The objective was to reduce friction around promotion code entry while improving clarity and measurable checkout performance.

• Existing promotion logic and backend systems could not be modified
• Improvements needed to integrate into the current checkout structure
• All changes required validation through A/B testing

#1 Increase visibility and clarity of the promotion field

Customer Need:
Users needed clear guidance on where and how to apply their voucher.

Decision:
Improved field visibility, labeling, and entry states to reduce confusion and hesitation.

Why it mattered:
Lowered cognitive friction at a critical conversion point.

#2 Ensure consistent promotion communication throughout checkout

Customer Need:
Customers needed reassurance that their discount had been successfully applied.

Decision:
Aligned promotion messaging across product page, cart, and checkout summary to avoid uncertainty.

Impact:
Improved voucher success rate and reduced support inquiries.

#3 Validate impact through controlled A/B testing

Customer Need:
Changes should improve usability without introducing risk to conversion performance.

Decision:
Implemented A/B testing to measure effects on conversion rate, basket value, and revenue per session.

Result:
Data confirmed measurable improvements across all tracked KPIs.

This project highlighted how small friction points in high-impact areas like checkout can significantly influence revenue performance.

While improvements were implemented within the constraints of the existing promotion logic, a deeper optimization opportunity would involve adjusting backend logic to enable promotion code activation earlier in the checkout process.

Introducing voucher validation at an earlier stage could reduce uncertainty and strengthen user confidence before reaching the final confirmation step.