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% Effect

Almost Certain Loser
-5
-4
-3
-2
-1
0
+1
+2
+3
+4
+5
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

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

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

It Likely Worked Here

+0.5 Repeatability Checkout
  •  

  • Measured by completed sales   |   p-val 0.207383

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

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 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 Bionicgloves.com by Sq1 Mar 13, 2015

Maybe It Worked Here

+0.25 Repeatability 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.