Pattern #69: Autodiscounting

Pattern #69  Tested 3 timesFirst tested by Matthew Curry Recently tested by Andrey Andreev on May 25, 2021

Based on 3 Tests, Members See How Likely Version B Wins Or Loses And By How Much

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

Measured by the sum of negative and positive tests.

A B
Autodiscounting (Variant A) Autodiscounting (Variant B)

Expected Median Effects Of B

?

Progression

(2 tests)

-

Leads

-

Signups

-

Engagement

?

Sales

(3 tests)

?

Revenue

(1 tests)

-

Retention

-

Referrals

?

ANY PRIMARY

(3 tests)

Tests

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

Added

Isolated

Test #306 on Backstage.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Stanley Zuo    Jul 09, 2020 Test link

Find Out How It Did With 15,106 Visitors

  • Measured by plan selections

  • Measured by completed checkouts (post-payment)

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. 

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The Same Pattern Was Also Tested Here

Added

Isolated

Test #354 on Mvideo.ru by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Andrey Andreev    May 25, 2021 Test link

Find Out How It Did

  • Measured by total sales

  • Measured by total revene

In this experiment, the discounted price was shown along with an active promotion. The control only showed that the relative -8% discount was present with the pre-discounted price.

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Added

Isolated

Test #167 on Lovehoney.co.uk by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Matthew Curry    Apr 10, 2018 Test link

Find Out How It Did

  • Measured by adds to cart

  • Measured by thank you page visits

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.