Discount code merged into a one-step cart: +131% revenue
Commentary byLiftArchiveOur analysis, not theirsMerging the cart and the discount-code step into a single screen lifted revenue by 131% for AnotherSole.
ConvertPolo ran this A/B test for the footwear brand, and it was published as a VWO case study.
Visits to the thank-you page, a stand-in for completed orders, rose 51%.
- Revenue: +131% for the one-step cart.
- Thank-you page visits: +51%, which suggests more completed orders.
- This is a very large lift and the source shares no sample size or significance, so expect a smaller effect if you repeat it.
The change
Variant puts discount entry on the cart page and drops the extra screen.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The cart flow had two steps. Before checkout, shoppers were sent to a separate screen to enter a discount code.
Variant
The cart and discount-code entry sat on one screen, with a clearer visual order so the next step was obvious.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Every extra screen before checkout is a chance to leave. Removing one shortens the path to paying.
- A separate discount screen can send shoppers off to hunt for a code, and some never come back.
- Clearer hierarchy makes the checkout button the obvious next action.
Caveats: The lift is very large and the case study gives no sample size, duration or significance. Results are reported by the agency and testing vendor.
Who ran it
ConvertPolo ran this test for AnotherSole and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on ConvertPolo →
How to run this test on your store
- Hypothesis
- If we put the discount-code field on the cart page instead of a separate screen, then more shoppers will reach checkout and finish, because we remove a step and an interruption at a key moment.
- Primary metric
- Completed orders per cart visitor
- Guardrails
- Average order value
- Discount usage rate
- Revenue per visitor
- Who should test it
- Stores with a multi-step cart or a separate screen for codes or extras. If your cart is already a single page, this test does not apply. A big, visible code field can also send shoppers off to search for codes, so watch discount use.
Questions
Should the discount code field be on the cart page?
It often helps when the alternative is an extra screen.
Some stores collapse the field behind a small link so shoppers without a code are not prompted to go looking for one.
Is a one-step cart always better?
Fewer steps usually means fewer drop-offs, but results vary by store.
Test it and check that order value and discount use stay healthy.
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