What Discounts Actually Make People Buy (Study)

In this episode of The Unofficial Shopify Podcast, Kurt Elster interviews Kara Marin from Seguno about discount codes. They discuss findings from an analysis of 162,000 discount code sets, revealing that 20% off is the most popular discount, followed by 10%. The conversation covers the use of unique discount codes versus generic ones, the prevalence of discounts among larger brands, and the effectiveness of "Gift with Purchase" promotions. They also explore marketing lifecycle events like welcome offers, browse abandonment, and cart abandonment, as well as the use of discount codes in direct mail and affiliate programs. The discussion further dives into seasonal promotions, the distinction between percentage off and dollar off discounts, and provides advice for both novice and experienced brands on leveraging discounts effectively.