Today, I made the decision to upgrade to a paid account for a web application that I use and love. Pressing the appropriate button I am taken to the payment form and start entering my information. Then it happened, I saw an empty text box taunting me, because I am not special enough to fill in the box.
The label for the text box? Coupon code
Thoughts start racing through my head. “Should I email the application creator asking for a code?” “Is there one on their Twitter account?” Thoughts turn into action, Chrome tabs start multiplying as I start trying to hunt down a coupon code that I can put in the box. I become obsessed with trying to find a code for THAT DARN BOX.
The obsession does not last. I have to attend a meeting. Upon return I have forgetten all about my pre-meeting mission. It is not until a browser crash 3 hours later that I even remember wanting to pay for that application. I go back to the payment page and complete the form. I hesitate just before pressing the submit button, looking at the barren Coupon code box.
I begin having doubts again. I really could just email the guy, or ask him directly on his Tumblr blog…
I start imagining what I could be missing out on, to gauge how much effort I should really be putting into this search. Out of the corner of my eye I see my notebook open to my todo list. I take a deep breath and press submit.
A few hours ago I was happy to pay full price for an application that I use for my business. Now I am feeling a little bitter and unappreciated.
Payment Page Lesson
Do not show the Coupon code field unless you absolutely need to do so. When sending marketing and promotional materials, send them to a different version of your payment page that reflects the discount you are offering. Having the same payment page for your discounted and full price purchases just invites Google searches for “(app name) coupon code” and resulting abandoned cart.