Coupons or coupon codes are the key, the password to a discount. By applying a coupon, the customer unlocks a certain discount. When you advertise a -50%, for example, you give people a 50OFFNOW code to redeem in order to get the discount.

Different coupons can apply the same discount, but some might work better than others – people just respond better to an offer shown in a certain way. That’s why monitoring the performance of your coupon codes is important.