Pattern #69: Autodiscounting

Pattern Author: Matthew Curry - Head of eCommerce at Lovehoney

Based on 1 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
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Almost Certain Winner
Autodiscounting
  1. Show The Discount Anchoring

    This is an interesting one. The idea is that, if the customer has an active discount code for that session (either by landing on a particular page, or entering a code somewhere), instead of just showing the discount in the basket, we show it further up the funnel,and automatically discount on the product page.

Median Effects

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Engagement

Ex: Any Action / Visit

(1 tests)

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Conversions

Ex: Signups, Leads

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Sales

Ex: Transactions, Upsells

(1 tests)

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Revenue

Ex: AOV, LTV

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Retention

Ex: Return Visits

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Referrals

Ex: Social Shares

Tests

Find Out How It Performed
Screen: Product

  • Measured by thank you page visits

  • Measured by adds to cart

The idea is that, if the customer has an active discount code for that session (either by landing on a particular page, or entering a code somewhere), instead of just showing the discount in the basket, we show it further (earlier) up the funnel and automatically discount on the product page.

The effectiveness of this depends on the discount level, I've tested it at 30% and 50%.

With a 50% Discount:
Add to Cart rate +33%
Sales rate + 24%

With a 30% Discount:
Add to Cart rate +11.6%
Sales rate + 10.2%

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

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

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