MAKE YOUR DISCOUNTS A BIT HARDER TO GET

Summary from the TLDR Marketing newsletter

Requiring customers to complete a small task to access a discount can significantly increase sales. Across eight experiments with over 100,000 participants, redemption rates rose by up to 59% when people had to enter a promo code or solve a CAPTCHA instead of receiving an automatic discount. The effect is strongest for moderate discounts and small tasks but weakens when effort or discount size increases. The research suggests that people feel more rewarded when they earn a discount, making them more likely to redeem it and complete a purchase.