Pattern #1: Remove Coupon Fields

Pattern #1  Tested 6 timesFirst tested by Herman Klein Recently tested by Melina Hess on Jan 19, 2022

With A Total Of 2.5 Evidence For Version B It Is Likely Better

LOSSES
-5
-4
-3
-2
-1
FLAT
+1
+2
+3
+4
+5
WINS

Measured by the sum of negative and positive tests.

A B
Remove Coupon Fields (Variant A) Remove Coupon Fields (Variant B)

Expected Median Effects Of B

6%

Progression

(1 tests)

-

Leads

-

Signups

-

Engagement

2.4%

Sales

(5 tests)

15%

Revenue

(2 tests)

-

Retention

-

Referrals

2.5%

ANY PRIMARY

(6 tests)

Tests

Pattern #1: Remove Coupon Fields
Was Tested On Normanrecords.com by Nathon Raine

Replaced

Isolated

Test #145 on Normanrecords.co... by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Nathon Raine    Jan 18, 2018 Test link

It Likely Worked Here

+0.5 Evidence
  • Measured by completed sales   |   p-val 0.10430444

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.

Replaced

Isolated

Test #393 on Snocks.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Melina Hess    Jan 19, 2022 Test link

It Likely Didn't Work Here

-0.5 Evidence
  • Measured by completed transactions   |   p-val 0.03339211

This experiment replaced a visible coupon field with a dynamic text link that would initially hide the form field. Only after clicking the text link would the coupon form field appear. The translation from German is "Do you have a coupon code? Click here to apply". Impact on completed transactions was measured.

Replaced

Isolated

Test #389 on Svsound.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Keenan Davis    Dec 16, 2021 Test link

It Likely Worked Here

+0.5 Evidence
  • Measured by total revenue   |   p-val 0.087

  • Measured by completed sales   |   p-val 0.14413467

In this simple experiment, a highly visible coupon field was replaced with a less visible (but clickable) link in the variation. Clicking on the link would show the coupon field. Impact on sales and revenue was measured.

Replaced

Isolated

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

Was Insignificant Here

+0 Evidence
  • Measured by completed transactions   |   p-val 0.30701876

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.

Removed

Isolated

Test #42 on Adoramapix.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Herman Klein    May 11, 2016 Test link

It Worked Here

+1 Evidence
  • Measured by visits to shopping cart   |   p-val 0.00000001

  • Measured by post-purchase page visits   |   p-val 0.00674974

Removed

Isolated

Test #121 on Bionicgloves.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name VWO    Mar 13, 2015 Test link

It Worked Here

+1 Evidence

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.