Pattern #1: Remove Coupon Fields
Pattern Author: Jakub Linowski - Founder @ GoodUI
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.
Ex: First Action
Ex: Leads, Quotes
Ex: Future Action
Ex: AOV, LTV
Ex: Return Visits
Ex: Social Shares
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.
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.
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.
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.