Coupon and gift card boxes removed from cart: +24.7% revenue
Commentary byLiftArchiveOur analysis, not theirsRemoving the special offer code and gift card code boxes from the cart page raised revenue by 24.7% for Bionic Gloves.
Sq1 ran this test for the sports glove brand, and it was published as a VWO case study.
Revenue per visitor rose 17.1%, but the sample was small.
- Revenue: +24.7% for the version without the code boxes.
- Revenue per visitor: +17.1%.
- The test ran on close to 1,400 visitors over 48 days, and no confidence level was shared, so treat the size of the lift with care.
The change
Both code entry boxes removed from the cart page
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The cart page showed two input boxes: one for a special offer code and one for a gift card code.
Variant
The same cart page with both code boxes removed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- An empty coupon box tells shoppers a discount exists, and some leave to search for one.
- Shoppers who go hunting for codes may find a better deal elsewhere and not come back.
- Fewer fields make the cart feel simpler and keep attention on checking out.
Caveats: About 1,400 visitors over 48 days is a small sample, and significance was not stated. Removing gift card entry may frustrate customers who hold one, so they need another place to redeem it.
Who ran it
Sq1 ran this test for Bionic Gloves 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 Sq1 →
How to run this test on your store
- Hypothesis
- If we remove the promo and gift card code fields from the cart, then more shoppers will complete their order because they won't leave the site to look for a code.
- Primary metric
- Revenue per visitor
- Guardrails
- Checkout completion rate
- Support contacts about codes
- Gift card redemption rate
- Who should test it
- Stores that rarely run public promotions and see shoppers drop off at the cart. It probably won't help, and may hurt, if you rely on email or influencer codes that customers expect to enter.
Questions
Does a coupon code field hurt conversions?
It can. A visible empty box tells shoppers a discount exists, and some leave to look for one. Results vary by store, so test it.
Where should customers enter codes if I remove the field?
Many stores move it to the checkout payment step or hide it behind a small text link. That keeps it available without drawing attention.
Is 1,400 visitors enough for an A/B test?
It is usually too few to trust a precise number.
A big lift on a small sample is a signal to retest, not proof.
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