[rkalla]

I had this exact experience that Rachel describes the other day -- was signing up a new startup and saw that, was already feeling like the service was too expensive, then got annoyed at the idea that me (some sucker from the web) was paying more than other people and just ditched the signup process.

Granted, I wasn't going to make that startup rich, BUT, I didn't even get past that signup page to experience their product and give them a chance to win me over.

With so many choices for every kind of app, I think she brings up a really good point here. Don't make your new customers feel like suckers about to pay sticker-price if they don't have to.

[r00fus]

It works if you have a "default" coupon (say knock a couple of dollars off the $30 total) that one can apply to not feel like they're "missing out"... you can still also have others, but "letting everyone win" prevents sore feelings and attrition during the checkout process.

[JoeAltmaier]

I've hardened myself to them. Crank up the cynical notch and think "I don't participate in gimmicks like this, I'm not barking like a dog for a few measly bucks from these guys" and arrogantly leave the coupon code blank. Its essentially an emotional appeal anyway.

Works most of the time.