Checkout: Remove Coupon Fields
Hypothesis
If we implement 'Remove Coupon Fields' on checkout pages (The control had a clickable link "Use discount code" which would reveal an input field for a coupon code), then key conversion metrics will improve.
Test Results
Key Learning
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.
What worked: CONFIRMED WINNER: 'Remove Coupon Fields' improved key metrics on checkout pages by 1.6% to 15.0%. Implementing this change is strongly recommended based on real-world A/B test data. The control had a clickable link "Use discount code" which would reveal an input field for a coupon code. The variation removed this link and input fi... (+8.3% lift)
Takeaway: A meaningful improvement that compounds with other optimizations. Use this win as a foundation for further iteration on adjacent elements.
How to Apply This to Your Site
This experiment demonstrated that checkout: remove coupon fields can produce a +8.3% improvement in conversions. The test was run on a checkout page in the cross-industry industry.
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.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
The control had a clickable link "Use discount code" which would reveal an input field for a coupon code. The variation removed this link and input field. Impact on purchases was measured.
Methodology
Build On These Learnings
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