In one of our posts we were talking about discount codes in checkout process and how to deal with them. Here is a new solution I came across on Macy’s site. Macy’s is using 2 approaches in their checkout:
1. display banners with discount codes in the checkout
2. create a discount code page, so if you don’t have one you can get their discount code from there. The purpose of this approach is clear – to stop visitors from looking for a discount code on discount code websites which don’t contribute to the sale in any way, thus saving hefty affiliate commission payments for no reason.
Note: Macy’s is apparently getting 40% conversion rate from this page.