Why should I worry about Coupon Extensions on my website?
by Danielle Repetti, on Jan 27, 2022 9:00:00 AM
Danielle Repetti is clean.io’s Chief Revenue Officer with two decades of experience driving GTM strategy, hyper-growth and product innovation for Private Equity businesses, penetrating new markets in SaaS, Mobile Marketing, Financial Services, AdTech, eCommerce, B2B and B2C.
You may recall a delightful children’s tale of cause and effect called “If you give a mouse a cookie…”, well this is a more harrowing version entitled “If you give a coupon extension access…”
If you give a coupon extension access to your webstore, it’s going to need a discount code. It’s going to have to scrape the internet for all of the codes it can find, and once the extension steals all of your unique promo codes, it's going to inject them automatically at checkout.
If it's going to inject them, it's going to need a massive overlay to get the shopper’s attention, and it will need to find the biggest discount available.
If it is injecting stolen influencer or affiliate codes at checkout, it's going to want to take credit for the conversions, and if it's going to get credit, it will need to drop a persistent cookie on your website.
If it drops a cookie, it's going to need to open a hidden tab in the background and live there for 30 years.
I think you get the e-picture…
So, if you (unknowingly) give a coupon extension access … You may have the same number of PPC impressions and clicks but your AOV is declining. Perhaps certain click conversions on your product pages have dropped and your profit margins seem to be decreasing?
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If you are seeing an increase in bounce rates, that could be indicative of poor onsite usability, another lovely side effect of coupon extensions. When Product page click conversions decline, it can typically be traced back to an overlay obscuring useful information, like ‘Add to Bag’ CTAs or sizing and color choices, from your customer’s view. This leads to customer frustration, confusion, and ultimately; abandonment. The Increased cart abandonment will impact your PPC conversion rate, and hurt your search ranking.
If your profit margins seem to be decreasing, it is important to understand if misappropriated discount codes are a contributing factor.
Whilst voucher codes are a valuable tool when you need them, offering this to the mass public is a problem, coupon codes should only be shown if customers make the effort to look for them within emails, rewards or sourcing them from coupon specific sites commissioned by the merchant. Extensions like Honey seem to be discounting prices with no thought to the merchant and therefore devaluing products and services carelessly. The consequence is a loss of 5-15% on bottom-line margins.
If any of the above is ringing alarm bells for you, find out how you can combat this and take back control of the code executing on your website.
- How many people are seeing coupon pop up
- How many voucher codes have been found
- What % savings are presented to the user
- What % of my desktop & mobile traffic is being affected
- How much people are spending per order
- If they complete their purchase
- How much revenue you recovered from blocking 3rd party extensions on your site
If you would like to find out more about your options, or how we can help you to understand the impact Honey and other extensions are having on your website and how you can improve your conversion rate and AOV, please do get in touch. We’re happy to talk through our solutions and help with some direction