Turn high intent student shoppers into long-term customers

Every month, millions of students search for discount codes, ready to buy. Over 1 million of those searches include “{brand name} student discount”.

These aren’t casual browsers - they are high-intent shoppers who have already decided they want to shop with you. Here’s the blocker: many of them hit roadblocks that turn excitement into frustration, and they leave.

It’s not a traffic problem; it’s a conversion problem. So, why is this happening, and how do you fix it?

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The problem: friction is killing your conversions

Student shoppers are some of the most determined buyers out there, especially when their student loan hits. Yet, despite their intent, too many don’t complete their purchase. Here’s what’s getting in their way:

1. No Discount? No Deal.
   If students are important to you and you’re not offering them a discount, you’re inviting them to shop with your competitors.
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2. Invalid or inaccessible codes
   Nothing kills pre-purchase excitement faster than finding a discount code, only to discover it doesn’t work.
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3. Competitors poaching your shoppers
   When students leave your site to hunt for codes, they often end up on third-party voucher sites full of invalid codes and competitor offers.
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4. Missed opportunities to stay connected
   Even if a student claims your discount, a lot of them won’t convert, and what happens next? If you don’t capture their data, you’re letting a potential long-term customer slip through your fingers.

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The result? High-intent shoppers walk away. Revenue disappears. Frustration builds—for both you and your customers.

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The opportunity: turn missed sales into millions

Here’s where it gets exciting. These lost conversions aren’t just a problem—they’re a huge opportunity. Let’s break it down:

• The average order value (AOV) of student purchases across gocertify’s brands in 2024 was £50.90. Multiply that by 1 million searches per month, and you’re looking at a jaw-dropping £51 million in potential monthly revenue—or over £600 million annually.

That’s not just untapped potential - it’s an opportunity waiting to be seized.

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So how do you turn browsers into buyers?

Here’s the good news: you don’t need to reinvent the wheel. By removing friction and taking control of the shopping journey, you can change how students interact with your brand. Here’s how:

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1. Own the shopping experience

Stop sending your shoppers off to third-party voucher sites. Instead, create a branded offers page that ranks #1 on Google for “{brand name} student discount”. Keep them on your site, in your world.

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2. Promote your offers on-site

Make it easy for students to find your discounts while they’re browsing. Don’t wait for them to look elsewhere—showcase your offers prominently on product pages and at checkout.

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3. Capture First-Party Data with Every Claim

Every discount claimed is an opportunity to collect valuable shopper data. Email, student status, marketing permissions — it’s all gold for your CRM. This is the foundation for personalisation, re-engagement, and loyalty - especially for student loan drop months!

When you remove friction and build smarter shopper journeys, the impact is massive:

1. Long-Term Loyalty
   Build a dedicated student segment in your CRM to engage throughout the year. Gocertify clients have boosted student sales by up to 900% during Student Loan Drop periods.
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2. Stop Competitor Poaching
   Keep your hard-earned shoppers where they belong—on your site. Gocertify brands have seen a 71% uplift in click-to-sale conversion rates and a 296% increase in weekly revenue by ditching third-party voucher sites.
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3. Protect Your Brand Image
   Offering closed-group discounts lets you give back to key audiences—like students—without cheapening your brand with blanket sales.
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The £600 million opportunity is right there. By owning the shopping journey, preventing abandonment, and capturing data that helps you foster loyalty, you can turn high-intent student shoppers into long-term advocates for your brand.