Pattern #1: No Coupon Fields Save Pattern Bookmark

Pattern Author: Jakub Linowski - Founder & Editor @ GoodUI.org

Based on 5 Tests And A +3 Repeatability Version B Is Very Likely Better With A 2.6% Effect

Almost Certain Loser
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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

2.5%

Sales

Ex: Transactions, Upsells

(4 tests)

24%

Revenue

Ex: AOV, LTV

(1 tests)

-

Retention

Ex: Return Visits

-

Referrals

Ex: Social Shares

Tests

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

Maybe It Worked Here

+0.25 Repeatability Checkout Desktop, Mobile

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  • Measured by completed transactions   |   p-val 0.615591

Zoom In
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  • 80.9% (1590 successes out of 1965 visits)
A
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  • 81.5% (1538 successes out of 1886 visits)
B

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.

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

It Likely Worked Here

+0.5 Repeatability Checkout

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  • Measured by completed sales   |   p-val 0.207383

Zoom In
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  • 72.0% (1502 successes out of 2086 visits)
A
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  • 73.7% (1514 successes out of 2053 visits)
B

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

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  • 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

Zoom In
  • 72.8% (5576 successes out of 7655 visits)
  • 70.1% (5365 successes out of 7655 visits)
A
  • 77.2% (6072 successes out of 7861 visits)
  • 71.9% (5652 successes out of 7861 visits)
B

Test #121 Tested on Bionicgloves.com by Sq1 Mar 13, 2015

Maybe It Worked Here

+0.25 Repeatability Shopping Cart

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Zoom In
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A
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B

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.

Related Patterns

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.