From the course: WordPress: Customizing WooCommerce Themes

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From the course: WordPress: Customizing WooCommerce Themes

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- [Instructor] Under the right circumstances, giving customers discounts can be a very effective tactic, but you don't want to train your customers to look for coupons. Many online users when they see a coupon field will be prompted to search for a discount before checking out. They'll leave your site and search on Google for a discount. They may get distracted and never come back. There are even some Chrome extensions that do this automatically, scouring the web for coupons and entering them for you. Even if the customer doesn't get lost, they could leave your site, find a coupon, and use it when they would have been willing to pay full price. In e-commerce this is called a Subsidy Cost. A subsidy cost is a cost that you have to pay to get a sale. Subsidy costs aren't always bad. For example, offering free shipping to your customers is a subsidy cost but it can bring in a lot of orders. Couponing when customers are willing to pay full price is a subsidy cost you should avoid. Now…

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