Avoid 3 Common Technology Traps and Boost Conversions
How to spring the trap: If at all possible technologywise, don't display the promo code box for everyone. Show the box pre-populated for people who qualify, or remove the box and make the discount code more subtle so you don't get in the user's way.
Despite all this, technology is your friend — you just need to know to watch it closely. This is doubly true when you're working with pop-ups, content management systems with personalization enabled or campaigns with promo codes.
Tim Ash is the author of the bestselling book Landing Page Optimization, and CEO of SiteTuners. A computer scientist and cognitive scientist by education (his PhD studies were in Neural Networks and Artificial Intelligence), Tim has developed an expertise in user-centered design, persuasion and understanding online behavior, and landing page testing. In the mid-1990s he became one of the early pioneers in the discipline of website conversion rate optimization. Over the past 15 years, Tim has helped a number of major US and international brands to develop successful web-based initiatives. Companies like Google, Expedia, Kodak, eHarmony, Facebook, American Express, Canon, Nestle, Symantec, Intuit, AutoDesk and many others have benefitted from Tim's deep understanding and innovative perspective.
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