Checkout: Autodiscounting
Hypothesis
If we implement 'Autodiscounting' on checkout pages (In this experiment, a preset coupon code with -15% amount and an easy to "apply" button was shown to new users who have never made a purchase), then key conversion metrics will improve.
Test Results
Key Learning
Context: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.
What was tested: REAL-WORLD TEST: 'Autodiscounting' was tested on a live checkout page. The test involved 6,121 real visitors. Full statistical results require paid access. Test methodology: In this experiment, a preset coupon code with -15% amount and an easy to "apply" button was shown to new users who have never made a purchase. In the ...
Result: No statistically significant difference was detected. This null result is still valuable — it narrows the search space and helps calibrate your minimum detectable effect for future tests.
How to Apply This to Your Site
This experiment tested checkout: autodiscounting but produced no statistically significant change. The test was run on a checkout page in the cross-industry industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that form tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
In this experiment, a preset coupon code with -15% amount and an easy to "apply" button was shown to new users who have never made a purchase. In the variation, the an empty coupon field was shown. Impact and transactions and revenue was measured.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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Checkout: Remove Coupon Fields
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.
Checkout: Remove Coupon Fields
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.
Checkout: Fewer Form Fields
Context: Each additional form field adds friction to the checkout, increasing the chance users abandon before completing their submission.