# Group discount message on product pages: +1.2% CR, inconclusive

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: Pricing, discounts & savings display, Headlines, product titles & copy
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/discount-message-for-eligible-groups/
- Page: https://liftarchive.com/test/cc-discount-message-for-eligible-groups/

Advertising a discount for military, nurses, first responders, students, teachers and government staff lifted conversion rate by just 1.2%, which we treat as inconclusive. Clean Commit ran this test for a Shopify store and published it in its A/B test library. With only 2,515 visitors and a 51.1% chance of beating the original, the test could not tell the two versions apart.

## Result

**+1.2% CR, inconclusive**

- Conversion rate: +1.2%. The variant had a 51.1% probability of beating the original, which is close to a coin flip. Inconclusive.
- Revenue per visitor: +9.4%, and average order value +8.1%. On this small sample, both are within normal variation.
- Add-to-cart rate rose 6.1% and click-through rate 27.2%, but the extra clicks did not turn into more orders.
- Devices split sharply: mobile conversion rate rose 31.5% while desktop fell 42.0%. Treat both as noise until retested.

## Control

The homepage and product pages made no mention of any discount for eligible groups.

## Variant

A message on the homepage and under the price on product pages offered a discount to government employees, military, nurses, first responders, students and teachers. Each mention linked to a page where shoppers could verify eligibility.

## Why it likely came out this way (our reading)

- Only a slice of shoppers belongs to the eligible groups, so the message was irrelevant to most visitors.
- Verification adds a step. Some eligible shoppers may have clicked through to check and then dropped off.
- The message matched the site's existing promo styling, so it may have blended in with other offers.
- At 2,515 visitors over 14 days, the test was too small to detect a modest effect either way.

## Caveats

The test ran for 14 days on 2,515 visitors, far too few for a reliable read. The large mobile and desktop swings in opposite directions suggest noise rather than a real device effect.

## How to run this test

- Hypothesis: If we show a verified discount for eligible groups near the price, then conversion rate will rise among those shoppers because they get a clear money reason to buy now.
- Primary metric: Conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Drop-off on the verification page
- Guardrail: Average order value
- Who should test it: Stores whose buyers skew toward these groups, such as workwear, outdoor or education products, and with enough traffic to segment results. It probably won't move much if eligible shoppers are a small share of visitors.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-discount-message-for-eligible-groups/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.