Custom Error Messaging in eCommerce is Crucial and Boosts Conversions

Imagine you're shopping online, you've found the perfect item, and you're ready to check out. You enter a discount code you've received, only to be met with a vague message: "Code not valid." Frustrated and confused, you abandon your cart. This scenario is all too common in eCommerce and highlights the importance of clear, custom error messaging.

The Impact of Vague Error Messages

Generic error messages can significantly harm the customer experience. In the UK, 46% of shoppers abandon their carts because a discount code doesn't work as expected¹.  This not only leads to lost sales but can also damage brand trust.

What Makes a Good Custom Error Message?

Effective error messages should be:

• Specific: Clearly state why the code isn't working. For example, "This code has expired" or "This code is only valid for new customers."

• Actionable: Guide the customer on what to do next, such as "Please sign in to use this code" or "Add items worth £10 more to use this discount."

• Reassuring: Maintain a positive tone to keep the customer engaged, like "This code has expired, but here's a new one just for you!"

UK eCommerce Brands Getting It Right

Several UK-based eCommerce platforms have implemented effective custom error messaging, a couple of examples include:

ASOS provides targeted error messages based on promo eligibility, ensuring customers understand why a code may not apply.
Boots UK offers custom messages about thresholds and exclusions, helping customers adjust their carts accordingly.

The Importance of Repeat-Use Codes

Repeat-use codes, such as loyalty or subscriber discounts, can be particularly confusing if not managed properly. Clear messaging is essential to inform customers why a code may not work:

• "This code can be used once per week. Please try again in 3 days."

• "You've already used this code. Here's another reward you might like..."

How Uniqodo Powers Custom Messaging

Uniqodo's Promotion Experience Platform enables brands to go beyond generic error messages. With dynamic custom error messaging, merchants can explain the "why" and offer real-time solutions.

Key Features:

• Dynamic Error Messages: Tailored to each campaign, providing specific reasons for code failures.

• Custom Fallback Experiences: Offer alternative codes or redirect to other promotions when a code isn't applicable.

• Integration with Repeat-Use Logic: Manage code usage rules effectively, ensuring customers are informed about code validity.

For instance, Travelodge utilised Uniqodo to implement real-time code validation and error messaging, enhancing their promotional campaigns and customer experience.

Suggested reading: The Ultimate Guide to Using Promo Codes in eCommerce Strategy. Discover new ways to use promo codes, discount vouchers and coupons in your eCommerce strategy, so that you can target the right people at the right time.

Conclusion

Custom error messaging is not just a technical enhancement; it's a vital component of the customer experience. By providing clear, specific, and actionable messages, eCommerce platforms can reduce cart abandonment, build trust, and increase conversions. Tools like Uniqodo make it easier than ever to implement these strategies effectively.

Ready to see the performance of unique codes in action? Book a Demo with our team today.

References

1. Thrive My Way: Essential Cart Abandonment Stats 2024