/ resources
April 14, 2026
Guest Writer, Bizrate Insights
Updated 4/14/2026
For a PDF download of this report: Download Now
Getting customers to checkout is a marathon. You have to build impressions, design a user-friendly website, and offer enticing deals to support the customer journey. But when checkout comes, it should be a sprint—quick, seamless, and simple.
Given that 90% of consumers said a good checkout makes them more likely to shop with that store again, this step is crucial for ecommerce success. Yet, only 32% of merchants’ customers report high satisfaction with their checkout experience.
Bizrate Insights analyzed Q2 2024 shopper satisfaction data with checkout experiences across 162 retailers chosen from our merchant network.
This blog uses that data to examine how murky charge clarity and frustrating promo codes impact consumer attitudes. With examples and strategies, it shows why customer feedback is vital for improving checkout.
About 70% of shoppers abandon their cart at checkout, a figure that has been increasing since 2014. When we look at data from Bizrate Insights’ Site Abandonment Survey, we also see that 31% of shoppers use checkout just to calculate the total cost of their purchase.
With hidden costs creeping into several industries—from airlines and hotels to concert tickets and takeout orders—customers are becoming frustrated with charge clarity. Additionally, aggregator websites promise shoppers savings with lists of promo codes that end up being outdated or non-functional when customers use them at checkout. This all results in our analysis finding that only 27% of merchants’ customers reported high satisfaction with the clarity of their charges at checkout. Meanwhile, almost half (49%) reported low satisfaction.
Our data shows that charge clarity corresponds with overall checkout satisfaction. Sixty percent of merchants showcasing high customer satisfaction with charge clarity also experienced high rates of overall checkout satisfaction. On the flipside, 93% of customers reported moderate or low overall satisfaction with their checkout experience when merchants rated low for charge clarity satisfaction.
Low charge clarity can negatively impact customer trust and reduce rates of purchase completion. However, this also means there are opportunities for improvement in the ecommerce sector. Focusing on charge clarity and transparency during checkout can:
• Build trust in your brand, improving social proof
• Reduce cart abandonment rates, leading to better conversion costs
• Improve overall satisfaction, creating loyal customers
Clear communication of charges is essential to delivering a positive checkout experience. Retailers who prioritize price transparency are more likely to achieve higher satisfaction ratings, ultimately reducing friction during the final stages of the purchasing journey.
Our analysis found that half of merchants with frequent customer comments about promo codes also rated low for charge clarity satisfaction.
Complex or poorly communicated promo code terms could add confusion or frustration to customers’ checkout experience, ultimately resulting in a lack of charge clarity.
When using promo codes, it’s important to keep an eye out for the common challenges customers face. Being aware of the frequent issues listed below can help your brand maintain good promo code hygiene and avoid customer complaints.
• Brand hasn’t activated a new promo code in its system yet
• Promo code doesn’t work and customers aren’t told why
• Unclear if both new and returning customers can use a promo code
• No details on any excluded products or minimum purchase amounts
• Confusion where to enter gift card codes versus promo codes
• Unclear if a promo code deactivates another offer (ie., free shipping)
• Promo codes sent in emails don’t include an expiration date
• Outdated codes are still listed on product pages after a promotion
—From Bizrate Insights’Voice-of-Customer Data
Despite customers’ frustrations, promo codes remain popular among consumers, with 70% willing to subscribe to an email list for 20% off their purchase. With proper management, brands can meet shoppers’ appetite for a good deal while reducing friction at checkout.
Releasing promo codes without proper testing, monitoring, or details is a recipe for future frustration. When using a new promo code:
• Test before widely distributing. Make sure any terms, such as number of uses per customer, work properly. Check that your platform can successfully accept the promo code and that the correct discount is applied.
• Be clear about expiration dates. Include this in any announcement emails or social media posts so if customers return to them months later, they can quickly see the discount has passed.
• Measure performance and use over time. Review changes in cart abandonment rates following promo code release. Analyze conversion rates, order totals, and referral sources to gauge progress. If use is higher or lower than expected, adjust accordingly.
A hosting and website support company regularly emailed customers with promotions for new product purchases, but rarely for renewing existing products. However, customers interpreted “Save 30% on New Orders” as applying to renewals, as the terms were hidden in the fine print. A survey revealed that customer service call center reps would get inundated with annoyed customers after each email promo deployment.
The brand changed its language to “Save 30% on New Product Purchases,” which reduced the resulting call volume, suggesting the message was more transparent for customers.
Promo codes can encompass a variety of discounts, from “buy one, get one free” and product-specific sales to referral codes, first-time customers, and weekly deals. Clear communication on how each promo code works is crucial.
When sharing a promo code with customers, make sure to:
• Specify the promotion timeframe. Valid dates for use, including the days and times when the promotion starts and ends.
• Define any restrictions. Limits on promo code use, such as maximum discount amounts or excluded products.
• Outline eligibility requirements. General terms, such as being a new or returning customer or subscribing to your emails.
• Provide redemption information. Instructions on where and how customers can redeem the code.
Consider including expiration dates in your marketing email subject lines to keep the information front and center for customers. You can also use bolding or underlining to highlight important details in your messaging.
Unless you need to create an individualized code for a particular customer, avoid random strings of letters and numbers. To make promo codes easy to remember and fun to use:
• Optimize email subjects. Put the promo code in your email subject line for quick customer reference and to increase redemption rates.
• Create timely codes. Use seasonal or situation-based words that make the limited-time use of your promo code clear, such as FIRSTBUY15 or LABORDAY24.
• Make promo codes unique to your brand. Such as GETOUTSIDE10 for an outdoors company, OHBABY15 for a children’s store, or FREEJEANS for a clothing boutique.
There are several ways to make the promo code redemption process smoother for customers. To offer real-time validation of promo code discounts during checkout:
• Automate promo code application. If a customer’s order qualifies for a current discount, have it automatically apply at checkout.
• Explain why a promo code didn’t work. If a customer enters an invalid code at checkout, avoid vague error messages. Let them know if the code expired, if they haven’t reached the minimum purchase amount, or other relevant unmet terms.
• Display the discount on the customer’s receipt. Show the total and per-item discount to confirm the deal and reassure the customer.
• Include an “apply the code” button in your promotional emails. Give customers a button to click in your emails that automatically applies the promo code to their cart.
When customers can’t find fast, simple solutions to their promo code issues, they may abandon their cart. Provide immediate options that re-inspire trust in and connection with your brand like:
• Real-time support. This should include pop-up chat features when issues are detected.
• Easy contact options. Prominently display customer service phone number and email.
• Reasons why a code isn’t working. Whether it’s expired, incorrect, or something else.
Banana Republic released a promo code meant to offer customers $50 off a purchase of $150 or more. However, due to a setup mistake, the code worked for $50 off a purchase of $50 or more, essentially providing unlimited free orders for shoppers. Thousands of orders were processed, and some were filled and shipped, before the company noticed the error. Customers were annoyed by the resulting canceled orders and poor customer service and threatened to boycott the store.
Banana Republic’s mishap demonstrated the importance of testing promo codes prior to distributing them to prevent lost revenue and frustrated customers. It’s also a reminder to monitor discussion forums, social media, deal websites, and your own analytics to catch anomalies quickly following promo code distribution.
The checkout experience, including price transparency, is crucial for encouraging customers to complete purchases and become loyal advocates for your brand. Yet, our analysis found that customers are experiencing low checkout satisfaction—especially when promo codes are involved.
Improve charge clarity for customers and ensure a seamless checkout experience by:
• Testing promo codes for function and ease before distribution
• Being clear about discount terms and expiration dates
• Offering real-time validation of promo codes and support at checkout
A powerful tool like Bizrate Insights can help you identify promo code pain points and implement customer-centered strategies to improve your ecommerce checkout experience.
For a PDF download of this report: Download Now
Discover how improving charge clarity and fixing promo code friction can transform your checkout experience from a point of abandonment into a driver of customer loyalty.
We are thrilled to honor 49 retailers with the 26th annual Bizrate Insights Circle of Excellence Awards. Take a...
Did your company win a CoE Award this year? Congratulations, and welcome to Bizrate Insight’s Circle of Excellence!
