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Coupon Wording Ideas: Why You Need Coupon Naming Conventions 

Coupon Wording Ideas: Why You Need Coupon Naming Conventions 

Today, even a cursory glance at any online marketplace will reveal that most businesses have their site and offer indexed and searchable by customers eager to discover and purchase products and services from local vendors. That’s why you need to know the right coupon wording strategy to convert.

As a result, businesses can attract new customers by developing simple, easy-to-find coupon pages with descriptive and keyword-rich titles that highlight the uniqueness of each sale while also directing prospective customers toward the specific product or service they will save the most money.

In this article, we’ll show you why you need the right coupon wording and some coupon naming convention best practices to gain more customers and boost your conversion rate. Let’s dive deeper!

What Is A Coupon Naming Convention?

A coupon naming convention is a descriptive term that best describes your products and services and helps customers find you online.

Ideally, you will have this information memorized so that you don’t have to look it up when a customer searches for your products or services. This makes your checkout process faster and easier for customers who are looking for the products you sell.

Why Do You Need A Coupon Naming Convention

Unfortunately, many businesses are hesitant to begin using coupon naming conventions because they fear their current practices will make their sites less convenient for search engines to index and render them less accessible to customers.

This may result in decreased conversions and subsequent lost revenue for both.

When customers search for products online, they typically look for good value. This is why many online retailers offer deep discounts and generous returns policies. Using descriptive, keyword-rich language in your checkout process increases potential customers’ likelihood of purchasing from you.

An example of a coupon code from Hally
Example: Coupon Code from Hally (click to zoom)

Furthermore, descriptive coupon naming is essential for search engine optimization. By consistently choosing descriptive names for your products and services, you can encourage people to start their search on your site and then move to the Google or Bing results pages.

The way you word your coupons can help with the positioning of your deal, reducing confusion among your customers regarding what the deal is about, reducing support headaches with people struggling to redeem the deal, and giving you some sanity surrounding coming up with new coupon names.

How Coupon Wording Affects Positioning

A central problem that most businesses face when it comes to marketing their products and services online is the problem of poor positioning. Choosing poor or generic terms for your products and services hurts your SEO and PPC (People-Powered PPC) results.

For example, a statement like “Save 10%” has a very limited position. Likewise, the phrase “Get this deal before it disappears!” sounds much more exciting than the generic “Save money on your next purchase!”.

Additionally, instead of using the phrasing “50% off,” try using “Buy 1, Get 1 Free!” which has much more punch and results in a better outcome for you as the store owner (selling two items at 25% off each vs. 1 item for half price):

How coupon wording affects positioning example: Buy 1, Get 1 Sample Code
Example: Buy 1, Get 1 Sample Code (click to zoom)

You also don’t want to introduce overly complicated coupon names. This just goes against the naming convention best practices.

There’s nothing worse than a coupon code like 7GVft6yxbsk3gdCm! While this is guaranteed to be unique, these coupon codes are untypable and will only result in frustrated customers.

An example of a non-descriptive coupon code by Spud.Ca
Example: Non-Descriptive Coupon Codes (click to zoom)

To put it simply, people read and interpret coupon phrases differently depending on their positioning. Understanding how different positioning can affect your coupon positioning is essential for designing successful promotions and ensuring that your customers receive the most value from them.

Clarity Is Important In Coupon Wording

When it comes to coupon marketing, the more clearly you can phrase your offer, the better. The terms and conditions of your offer are just as important as the wording itself. When selling coupons, much thought must be put in before hitting that Submit button on your online retailer’s website.

You want to avoid being penalized for listing too many restrictions or qualifications on each coupon so that no one gets free cat food or discount tires.

Some brands list complicated restrictions to deter people from using their coupons. At the same time, others give away too complicated coupon names and risk getting customers up in arms!

Coupon codes from Etsy
Use prominent coupon names that reflect the deal and what they’re getting (click to zoom)

Making sure that your coupon is worded very clearly can help you avoid a lot of issues:

  1. Confusion about what they get with the deal
  2. Confusion about how to redeem the deal
  3. Post-purchase support issues

For example, instead of wording your coupon vaguely, such as “BIRTHDAYDEAL” try being more specific with “25OFFBDAY2024“. The latter explains the purpose (a coupon for your birthday) plus what they get with the deal (25% off their next order) and for what year it was.

How Coupon Wording Ideas Can Be Implemented In A Naming Convention

Naming conventions are borrowed from the engineering world, where clear naming avoids confusion in complex systems. Coupons can get complex when you have 1000 of them, so it’s wise to implement a naming convention for your sanity before you get to that point.

I recommend something along the lines of this:

Deal + Coupon Purpose + Date

To illustrate this would come out like this:

  • 10OFFWELCOME2024 – a coupon to welcome new customers and reward them with 10% off their first order.
  • BONUSEOFY2024 – a coupon to redeem a bonus product during an End Of Financial Year sale.
  • OVER100FREEWIDGETJUNE – free product giveaway in June for orders over $100.

Implementing a naming convention will let you and your customer quickly identify the promotion, what it’s for, and when it’s for. These hints are great to avoid confusion about the coupon, set the positioning, and keep things clear. It also has the bonus that you’ll unlikely re-use the same coupon name by mistake!


A great coupon should help your customers understand what they’ll get when they use the coupon and, most importantly, why they need to buy it. This is where you will need a solid coupon name strategy and practice testing different ideas to see which ones work best for your offers.

This is also where coupon naming conventions come in handy! This article covered everything you need to know about coupon naming convention best practices:

Do you have any questions about coupon wording ideas? Maybe you have your own tip to share? Feel free to leave a comment down below or message us!

author avatar
Belle Berber Writer, Content Manager

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