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Voucher Codes

Drive conversions with targeted offers

Showing voucher codes on key pages and in email marketing highlights your offers and provides compelling incentives for customers to make a purchase.

A voucher code shown on-site or delivered via email can be just the incentive shoppers need to finalise a purchase.

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Voucher Codes Example

How it works

Voucher codes can be displayed in several ways, from subtle on-site displays to marketing emails.

Voucher Code Example

Subtle prompts

Codes can be displayed as headers and footers or side panels without interrupting the user journey.

Capture shoppers’ attention

Overlays or takeovers with voucher code offers can be used to get the attention of shoppers, perfect when they are showing exit intent.


Almost 20% of cart abandonments happen due to price. Encourage visitors back to purchase by offering unique voucher codes based on their behaviour.

About Voucher Codes

Voucher codes are an effective way of delivering discounts and other special offers to customers. Using voucher codes, offers can be targeted to different customer segments or even to individual shoppers, which form part of your overall conversion rate optimisation strategy.

By targeting voucher codes to individual users and segments, or according to preset rules, they are more effective, as offers and content are more relevant.

Rather than having one code for all users, unique voucher codes can be shown in response to triggers such as the products being abandoned, the visitor’s basket value and their purchase history.

How to Use and Display Voucher Codes

Voucher codes can be used in a number of ways:

Customer acquisition – codes can be used as an incentive to acquire new customers. For example, the online fashion ecommerce sector uses these types of codes really well.

Email capture – customers who sign up for email updates can be rewarded with discounts off their first order.

Recovering sales – discount codes used in basket abandonment emails can provide a compelling reason for shoppers to return to checkout to complete a purchase.

Encourage repeat purchases – Your customers have taken the leap and made their first purchase. Sending a voucher code for use on their second purchase could entice them back and start building important brand loyalty.

Rewarding loyalty – On average, loyal customers spend 67% more than new customers, so it’s important to manage customer retention and keep customers happy. Exclusive codes sent on occasions such as birthdays can help to make your most loyal customers feel special.

Upsell & cross-sell – Offering free delivery or money off voucher codes when spending over a certain value or buying multiple products together, could convince your customers to add more items to their basket to reach this threshold.

Where to use Voucher Codes

Voucher codes can be used and displayed in various ways, from key webpages to email and SMS marketing messages.

On-site, voucher codes can be clearly displayed site-wide to ensure that visitors are aware of current promotions, or they can be used more tactically, in response to customers’ on-site behaviour, triggered by pre-determined cues.

For example, if customers have been idle on a page for some time, or are showing exit intent (i.e. moving the cursor towards the close tab button) then a voucher code can be shown to persuade them to continue shopping. This works well during holidays like Black Friday Sales, when your users have more buyer intent and just need that extra nudge.

Voucher codes can be displayed using relatively subtle prompts like notifications in the corner of the page, or messaging in the header or footer of websites.

To ensure that shoppers see and interact with voucher codes, they can be displayed more prominently using overlays and takeovers which put the message front and centre.

If customers abandon a purchase, voucher codes can be used in cart abandonment emails to provide a further compelling reason to come back to the checkout and complete a purchase. Therefore aiming to recover abandoned sales and increase conversion rates.

Our Unique Voucher Codes can be used in emails to help control the use of codes. Codes can be made unique to the individual customer, which guards against the unwanted viral spread of codes beyond the intended target audience.

In this way, codes can be tracked to individual customers, enabling a greater understanding of customer behaviour. Discounts can also be applied and adjusted in response to specific customer behaviour and segments such as shopping cart value.

For example, a code offering free delivery can be used to encourage customers to add more to their shopping baskets, or used only for orders above a certain value.

By using voucher codes intelligently, retailers can encourage shoppers to spend more, or add extra value to basket abandonment emails without the risk of codes spreading further than intended.

Visit the SaleCycle Blog for CRO tips and advanced digital marketing strategy reports.

Add Voucher Codes To Your Campaign