Pattern #1: No Coupon Fields

Pattern Author: Jakub Linowski - Founder & Editor @

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

Almost Certain Loser
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



Ex: Any Action / Visit

(1 tests)



Ex: Signups, Leads



Ex: Transactions, Upsells

(3 tests)




(1 tests)



Ex: Return Visits



Ex: Social Shares


Pattern #1: No Coupon Fields
Was Tested On by Nathon Raine

  • Test 145
  • Tested on 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)


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 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 by Sq1
  • Mar 13, 2015

Maybe It Worked Here

+0.25 Repeatability
Screen: Shopping Cart

Source: 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.

Avoid What Failed & Repeat What Worked With
Access to All 95 Patterns Based on 180 Tests

Total sample size of all tests is based on 23,685,105 visitors - that's a lot of testing time

  • Annual Billing SAVE 17%
  • Monthly Billing SAVE 0%

Order Now

$2400 / year
$2880 / year

Unlimited User Accounts

License to use the data by unlimited users.


Order Now

$1200 / year
$1440 / year

5 User Accounts

License to use the data by up to 5 users.


Order Now

$600 / year
$720 / year

1 User Account

License to use the data by 1 user.

All Plans Come With

Access To All Tests

Get access to all tests data and patterns that we already published.

5+ New Tests Each Month

We publish about 5 new A/B tests each month as we obtain new test data.

Cancel Anytime

If you find that Fastforward isn't for you, you can cancel at any time.

100% Secure Payment with Visa

MY GUARANTEE: Test any Fastforward pattern and if it doesn’t get you the results you are happy with, I will refund you 100% within 30 days. Zero risk.

Let me tell you why I offer this guarantee to you:

I am 100% focused on getting positive results for people willing to put in the work to improve their conversion rates. At the core I share two beliefs: 1) that the more something works, the greater its probability for working again and 2) running controlled experiments is a great way of validating your ideas.

Because we observed many of these pattern (especially the positive ones with high degrees of repeatability) perform and win across our own projects, I also am confident that they will work for you.

That’s why I guarantee all of the Fastforward patterns and the effects (positive or negative) they promise.

It’s simple: try our patterns in your a/b tests. If it doesn’t help you increase your win rate, email me and I’ll refund you 100% of the price.

This guarantee covers you for a full 30 days and gives you enough time to decide for yourself whether or not it was worth your investment.

Jakub Linowski - Founder