Pattern #1: Remove Coupon Fields

Pattern Author: Jakub Linowski - Founder @ GoodUI

Based on 5 Tests And A +3.75 Repeatability Version B Is Very Likely Better With A 2.6% Effect

Almost Certain Loser
Almost Certain Winner
Remove 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: First Action

(1 tests)



Ex: Leads, Quotes



Ex: Trials



Ex: Future Action



Ex: Transactions

(4 tests)




(1 tests)



Ex: Return Visits



Ex: Social Shares


Test #274 Tested on An Anonymous Site Dec 16, 2019

Maybe It Worked Here

+0.25 Repeatability Checkout Desktop, Mobile
  • Measured by completed transactions   |   p-val 0.307019

In this experiment, a fully visible coupon field (A) was made less visible by turning it into a default collaped link (B). Clicking on the link caused the coupon field to appear.

Test #145 Tested on by Nathon Raine Nathon Jan 18, 2018

It Likely Worked Here

+0.5 Repeatability Checkout Desktop
  • Measured by completed sales   |   p-val 0.104304

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 Checkout
  • Measured by visits to next step.   |   p-val 0.00001


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 Shopping Cart
  • Measured by visits to shopping cart   |   p-val 0.00001

  • Measured by post-purchase page visits   |   p-val 0.0127757

Test #121 Tested on by Sq1 Mar 13, 2015

It Worked Here

+1 Repeatability 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.