20% off code reminder in cart for Facebook ad traffic: +3.5% CR
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsBonafide Health reminded visitors from its 20% off Facebook ads about that discount in the cart and at checkout, and conversion rate went up 3.5%, with profit per session up 5.5%.
Visually ran the test for the women's health brand and published it as a Visually case study.
- Conversion rate: +3.5% for Facebook ad visitors who saw the reminder.
- Average order value: up slightly, even with the discount front and center. The exact figure was not shared.
- Profit per session: +5.5%, so the extra orders weren't just buying sales with discounts.
- Sample size, test length and statistical confidence were not shared.
The change
Facebook ad visitors see a 20% off code reminder in the cart (and at checkout).
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Visitors from the 20% off Facebook ads saw no reminder of the discount code in the cart or checkout.
Variant
Those visitors saw a reminder in the cart and checkout that they qualified for the 20% off code.
Why it likely won
Our reading of the result, not the practitioner's claim.
- People who click a 20% off ad often forget the code by checkout. A reminder means they don't have to go back and find it.
- It matches the promise of the ad, so the shopper sees the deal they came for.
- Seeing the discount at the point of paying may make adding more items feel like better value, which fits the small AOV lift. This is our reading.
Caveats: Shown only to visitors from the 20% off Facebook ads. This comes from a testing vendor's own case study, and sample size, test length and significance were not shared.
Who ran it
Visually ran this test for Bonafide Health and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we remind visitors from our discount ads about their code in the cart and checkout, then more of them will buy because the deal they clicked for stays in view.
- Primary metric
- Conversion rate for visitors from the discount ad campaign
- Guardrails
- Profit per session
- Average order value
- Discount use among visitors not in the campaign
- Who should test it
- Stores running paid ads with a specific discount code. If you don't advertise a discount, or your platform already applies it automatically, there's nothing to remind people of.
Questions
Should I remind shoppers of a discount code in the cart?
If they arrived from an ad that promised one, yes.
Bonafide saw a 3.5% lift in conversion rate and a 5.5% lift in profit per session from a simple reminder.
Do discount reminders lower average order value?
Not in this test: Bonafide's AOV went up slightly.
Track profit per session as well as conversion rate, so you know the discount is paying off.
Can I show the reminder only to ad traffic?
Yes. Bonafide targeted visitors from its Facebook ads only.
Most testing and personalization tools can target by traffic source or UTM tags.
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@DaveDiederen
GrowthRock