Pattern #69: Autodiscounting

Pattern Author: Matthew Curry - Head of eCommerce at Lovehoney

Based on 2 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

    The idea behind this pattern is to communicate that a discount is active (if the customer has earned it), instead of showing the discount later in the funnel or making customers enter difficult to remember codes. 

Median Effects

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Engagement

Ex: Any Action / Visit

(2 tests)

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Conversions

Ex: Signups, Leads

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Sales

Ex: Transactions, Upsells

(2 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

Pattern #69: Autodiscounting
Was Tested On Backstage.com by Stanley Zuo

Test #306 Tested on Backstage.com by Stanley Zuo Stanley Jul 09, 2020

Find Out How It Performed With 15,106 Visitors

Pricing Desktop, Mobile
  • Measured by plan selections   |   p-val (?)

  • Measured by completed checkouts (post-payment)   |   p-val (?)

In this experiment, the only change was an added message at the top of the pricing screen, clarifying that there is an active discount on a yearly plan. The discount was already communicated with a strike-through price on the control version as well. The variation simply emphasized this aggressively. 

Get Access To See The Test Results

The Same Pattern Was Also Tested Here

Test #167 Tested on Lovehoney.co.uk by Matthew Curry Matthew Apr 10, 2018

Find Out How It Performed

Product
  • Measured by adds to cart   |   p-val (?)

  • Measured by thank you page visits   |   p-val (?)

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%

Get Access To See The Test Results

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.