Users who had a coupon code on a website wanted to enter them as soon as possible. Provide a clear place for coupon codes in the shopping cart, before the first step in the checkout process. This approach enables people to check that the coupon is valid before they enter any personal information and also allows the total to be updated appropriately early in the process.

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It’s also strongly recommended to make promo codes a core part of the checkout process instead of a sidebar item. When promotions are placed in the right rail, they tend to be confused with ads and ignored due to banner blindness.

The Children’s Place had a field for coupon codes in the shopping cart, but its design made it easy to miss. In particular, the field label did not contrast well with the background and was placed below the checkout near other ad-like elements.

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The place to provide a coupon code should be easily findable. It should be close to the payment information, hierarchically above or before the checkout button.

An open form field is easier to see than a text link like that on The Children’s Place website. That’s great for those who have a coupon, but not so great for those who don’t.  Whether the coupon element should be an open field is situational.

We recommend only providing an open coupon code form field if there will be some sort of valid coupon clearly visible on the website at all times (e.g., through a global promotional banner)­­ — including on the checkout page. Visible deals can mention exclusions — users will understand if their item doesn’t qualify and will continue with the purchase.