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.
THE RESULTS SO FAR*
*These results reflect the average findings of all participating merchants and are not guaranteed for all users.
THE EXPERIMENT IN ACTION
CONTROL – MOBILE
TREATMENT – MOBILE
What We Are Doing
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.
Why We Are Doing 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.
ANALYSIS OF DATA
What It Means
Making coupon and discount codes available, but not prominent to the point of distraction, leads to boosts in RPV (and every metric) across all device types. The data shows that collapsing coupon fields doesn’t deter shoppers from using their coupons and also encourages other shoppers to complete their purchases. Analysis of point-in-time data suggests that Coupon Collapse is best utilized during certain times of the year for certain merchants.
Findings from the 2018 Holiday Season
Analysis of point-in-time data from November 23rd to December 21, 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 this holiday season.
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.
WHO SHOULD USE 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.