What is Voucher? Definition & Examples

What is a Voucher?

Understanding Voucher in E-commerce

Quick Definition

A voucher is a document or digital code that entitles the holder to a discount, credit, or specific product/service exchange. In e-commerce, vouchers serve as marketing tools to incentivize purchases, attract new customers, reward loyalty, and drive sales by offering monetary value or percentage-based discounts applicable during checkout.

2 min read

Understanding E-commerce Vouchers

Types of Vouchers

Percentage Discount

Offers a percentage off total purchase (e.g., 10%, 20%, 50%)

Fixed Amount Discount

Provides a specific dollar value reduction (e.g., $10 off, $25 off)

Free Shipping

Eliminates shipping costs for qualifying orders

Bundle Discount

Offers reduction when purchasing multiple items

Voucher Best Practices

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Clear Expiration: Set definitive start and end dates
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Specific Terms: Define minimum purchase requirements
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Unique Codes: Generate distinct, trackable voucher identifiers
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Segmentation: Target specific customer groups strategically

Strategic Voucher Implementation

Sophisticated e-commerce platforms like Growth Suite enable advanced voucher strategies, such as dynamically personalized discount offers triggered by specific visitor behaviors. By analyzing purchase intent and engagement levels, merchants can present precisely targeted vouchers that maximize conversion potential without unnecessarily sacrificing margins.

Key implementation strategies include:

Time-limited offers for hesitant visitors
Personalized discount percentages
Behavioral trigger-based voucher presentation
Post-purchase upsell voucher funnels

Voucher Performance Metrics

Metric	Description	Benchmark
Redemption Rate	Percentage of issued vouchers used	15-25%
Average Order Value	Increase in purchase value with voucher	20-40% lift
Customer Acquisition	New customers attracted by vouchers	10-30% increase

Voucher Psychology

Vouchers tap into powerful psychological triggers: perceived savings, urgency, and exclusivity. When designed strategically, they transform from mere discounts into compelling conversion tools that drive customer engagement and loyalty.