× Patterns Blog BetterUI Review Coaching Courses Datastories

BetterUI Challenge: Hey Smashing Magazine Can You Try & Test No Coupon Fields?

Tagged As: Question

BetterUI Booking

Smashingmagazine.com has a nice checkout – but it could be better. Although there are probably quite a few things that could be improved on there, today I just wanted to challenge their little coupon field. I am predicting that the No Coupon Field pattern that zaps all coupon and discount fields is highly applicable and would generate additional sales.

Here Is What We Need From You:

Variation B: Our Challenger Concept

Here is one of our very simple concepts for smashingmagazine.com to a/b test which contains the No Coupon Field pattern as the key change.

  1. No Coupon Fields
    There is not much to this pattern other than removing the discount field completely that might send people to a search engine for a discount code – only to get lost in the process. :)

How Do I Know It Will Win?

It’s not me, it’s the pattern. Although I am never 100% certain, I am very confident on this one because I have observed 3 past a/b tests with similar changes in Datastories Pattern #1. We have gathered 3 positive out of 3 tests with a median +24% effect (I really doubt it will be that high). So that’s what we’re using to predict this. Here is a sample:

Pattern #1
Pattern #1 Exposed Options With 3 out 3 positive test results (From GoodUI Datastories)

Outcomes & Updates

Share this story

Posted by Jakub Linowski on Sep 29, 2017

Leave Your Reply

3 Comment threads
1 Thread replies
Most reacted comment
Hottest comment thread
4 Comment authors
AdamGDavidJakub LinowskiValentin Recent comment authors
newest oldest most voted

Hm. Are you not seeing the elephant in the room?
If custom discounts represent a serious marketing channel for the business how can purchase page without discount field meet the need to provide a way to purchase with discounts?
Puzzling suggestion, you can improve chances for success if you provide a clear path for discounted sales.


I’m not going to say who I work for but we recently made the change to make the “coupon code” area less visible. We didnt remove it completely because the user needs a place to drop in available coupon codes. We are seeing less conversion vs the control but we are also seeing a large increase RPV. We believe with the coupon code area being less visible the customers that really want the product will pay for it.


That looks like a Shopify checkout, so depending on their plan and abilities, they may not be ABLE to tinker with it too much.