Checkout: Remove Coupon Fields
Hypothesis
If we implement Remove Coupon Fields on checkout pages, then conversion rate will improve because this is a repeatedly validated UX pattern.
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: has been validated across multiple real A/B tests. The evidence (2.5) suggests it is Likely better. Use this as a high-priority test hypothesis backed by industry meta-analysis.
Takeaway: Even small lifts compound — across thousands of sessions, this adds up. 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 improve 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.
What Was Tested
Testing whether Remove Coupon Fields improves conversion performance. Based on 2.5 evidence points, version B is Likely better. Applicable to checkout, shopping-cart page types.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Checkout: Fewer Form Fields
Context: Each additional form field adds friction to the checkout, increasing the chance users abandon before completing their submission.
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Problem: Visual elements on the listing aren't doing enough to communicate value, build trust, or guide users toward the next step.
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: Top Aligned Labels
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.