Experiments

COUPON COLLAPSE

Coupon Collapse Experiment

The Experiment in Action

Hypothesis

Coupon codes are a popular sales tactic in online shopping — so much so that there are entire sites now dedicated to revealing coupon codes for shoppers. But when the option to use coupons during checkout is made too prominent, shoppers can become easily distracted and fail to complete their purchase. This experiment recognizes that and provides merchants with the ability to collapse the coupon field to minimize distraction and improve the eCommerce checkout flow during the checkout process.

CONTROL – MOBILE

Coupon Collapse - Control

TREATMENT – MOBILE

Coupon Collapse - Treatment

Coupon Collapse Experiment

How It Works

How It Works

Existing coupon and gift card fields were collapsed to create a simplified cart page. By doing so, merchants are able to continue to provide the coupon options while ultimately focusing attention on the checkout button and simplifying checkout flow.
null

Why We Are Testing It

Many shoppers do not have a gift card or coupon code to redeem. As such, an open field may inadvertently encourage shoppers to leave the site to hunt for coupon codes (and not return to complete the transaction). Community learnings have also revealed that simplification of the cart and checkout pages generally (nothing in eCommerce is an always!) produce positive results.

Results: Coupon Collapse Experiment

Average performance numbers are based on results collected between July 27, 2018 to June 15, 2019 from 17 participating merchants sites.

Average Experiment Results So Far*

Device TypeAverage LiftTotal Visitors
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
TreatmentControl
Device Type: MobileMobile
+1.46%+3.79%-2.39%815,932777,770
Device Type: DesktopDesktop
+1.09%+0.65%+0.56%527,066501,346
Device Type: TabletTablet
+5.00%+4.15%+0.89%155,729151,840

Results: Coupon Collapse Experiment

Average performance numbers are based on results collected between July 27, 2018 to June 15, 2019 from 17 participating merchants sites.

Average Experiment Results So Far*

Device Type: MobileMobile
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+1.46%+3.79%-2.39%

Total Visitors: Treatment: 815,932 | Control: 777,770

Device Type: DesktopDesktop
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+1.09%+0.65%+0.56%

Total Visitors: Treatment: 527,066 | Control: 501,346

Device Type: TabeltTabelt
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+5.00%+4.15%+0.89%

Total Visitors: Treatment: 155,729 | Control: 151,840

Distribution of Average RPV Lift for All Traffic

Distribution of Average RPV Lift - Coupon Collapse

*These results reflect the average findings for all participating merchants and are not guaranteed for all users.

Data Analysis: Coupon Collapse Experiment

What It Means

What It Means

Making coupon and discount codes available, but not prominent to the point of distraction, leads to boosts in RPV across all device types. The data shows that collapsing the coupon field doesn’t deter shoppers from using coupons, while also encouraging shoppers without coupons to complete their purchases. Analysis of point-in-time data suggests that Coupon Collapse has been particularly successful during high-sale season and for merchants with certain characteristics.

Things to Consider

Merchants who use discounts or promotional codes frequently during the holiday period may find that this experiment is misaligned to customer expectations. Consider your overall strategy and test based on the best customer experience.

Insights from the 2018 Holiday Season

Analysis of point-in-time data from November 23rd to December 21st, 2018 (Black Friday to Christmas) revealed that Coupon Collapse performed extremely well. RPV lift on mobile was an astounding 14.87% and 4.91% for desktop. Holiday shoppers are in a hurry, and collapsing the coupon code field keeps shoppers focused on completing the purchase. This experiment is worth trying during the 2019 holiday season.

Who Should Try It

The Collapse Coupon Experiment is a great experiment option for merchants who currently have a prominent gift card and/or discount code input fields on the checkout page.

Who Should Try It

The Collapse Coupon Experiment is a great experiment option for merchants who currently have a prominent gift card and/or discount code input fields on the checkout page.

Interested in Learning More?

Get deeper insights into over 130 experiments available through the Initiative.