Pattern #1: No Coupon Fields

Pattern Author: Jakub Linowski - Founder & Editor @ GoodUI.org

Based on 4 Tests And A +2.75 Repeatability This Pattern Will Likely Win With A 13.3% Median Effect

Almost Certain Loser
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Almost Certain Winner
No Coupon Fields
  1. Remove: Coupon Fields Fewer Form Fields

    Remove the discount, coupon or promo code altogether. It makes people (without coupon codes) second guess themselves why they might not have received a coupon. Some people might also leave searching for coupon codes, never to come back and finish the purchase.

Median Effects

6%

Engagement

Ex: Any Action / Visit

(1 tests)

-

Conversions

Ex: Signups, Leads

2.6%

Sales

Ex: Transactions, Upsells

(3 tests)

24%

Revenue

Ex: AOV, LTV

(1 tests)

-

Retention

Ex: Return Visits

-

Referrals

Ex: Social Shares

Tests

  • Test 145
  • Tested on Normanrecords.co... by   Nathon Raine
  • Jan 18, 2018

It Likely Worked Here

+0.5 Repeatability
Screen: Checkout
  • Measured by completed sales

    72.0% Converted (1502 of 2086 visits)
    73.7% Converted (1514 of 2053 visits)

In this test the coupon field was replaced with a small link that would bring the field back if needed. This is a more suble approach than just completely removing the coupon field. It still allows for the use of coupon fields by those customers which are truly searching for a way to enter their aquired codes.

  • Test 122
  • Tested on An Anonymous Site
  • Aug 01, 2017

It Worked Here

+1 Repeatability
Screen: Checkout
  • Measured by visits to next step.

    3.8% Converted (967 of 25489 visits)
    5.1% Converted (1276 of 24991 visits)

Source: web.archive.org/web/20170227061603/www.conversiondoctor.com/conversion-blog/coupon-codes-increase-checkout-abandonment

The test was run for an online retailer in the women’s clothing market (according to Conversion Doctor). The control (A) had a coupon code on the first page of the checkout process. The variation (B) had the coupon code removed.

  • Test 42
  • Tested on Adoramapix.com by Herman Klein
  • May 11, 2016

It Worked Here

+1 Repeatability
Screen: Shopping Cart
  • Measured by post-purchase page visits

    70.1% Converted (5365 of 7655 visits)
    71.9% Converted (5652 of 7861 visits)

  • Measured by visits to shopping cart

    72.8% Converted (5576 of 7655 visits)
    77.2% Converted (6072 of 7861 visits)

  • Test 121
  • Tested on Bionicgloves.com by Sq1
  • Mar 13, 2015

Maybe It Worked Here

+0.25 Repeatability
Screen: Shopping Cart

Source: vwo.com/blog/promo-code-box-ecommerce-website-bleeding-dollars-ab-test/

VWO.com published this test which removed two coupon fields on a shopping cart: a gift card code and a special offer code.

For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.

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