# Coupon code reminder at Black Friday checkout: +3.2% profit/session

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Pricing, discounts & savings display
- Date shared: 2024-11
- Test run by: [Visually](https://liftarchive.com/practitioners/visually/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://143410811.hs-sites-eu1.com/branch-0-0-0
- Page: https://liftarchive.com/test/fresh-clean-threads-bfcm-checkout-coupon-reminder/

Fresh Clean Threads reminded shoppers of their 25% Black Friday code at checkout, and profit per session rose 3.2%. Conversion rate went up 7.5% while average order value fell 2.8%. Visually ran the test for the apparel brand during Black Friday 2024 and published it as a Visually case study.

## Result

**+3.2% profit/session**

- Profit per session: +3.2%, the measure the team used to pick the winner.
- Conversion rate: +7.5%, as more shoppers finished their order.
- Average order value: -2.8%, a negative result, since more orders went through with the discount applied.
- Sample size, test length and statistical confidence were not shared.

## Control

During the 25% off sitewide Black Friday sale, checkout did not remind shoppers of the code they could use.

## Variant

Checkout reminded shoppers that they were eligible for the coupon code.

## Why it likely won (our reading)

- Shoppers who forget a code, or have to go and find it, may leave checkout. The reminder removes that step.
- Shoppers who would have paid full price got the discount too, which likely explains the lower order value.
- The extra orders more than made up for the lost order value, so profit per session still went up.

## Caveats

The test ran during a Black Friday sale, so the result may not hold outside a big promotion. This comes from a testing vendor's own case study. Sample size and statistical significance were not shared.

## How to run this test

- Hypothesis: If we remind shoppers of their eligible sale code at checkout, then profit per session will rise because more shoppers will complete their order, even if some who would have paid full price use the code.
- Primary metric: Profit per session
- Guardrail: Average order value
- Guardrail: Conversion rate
- Guardrail: Discount rate per order
- Who should test it: Stores running a sitewide code-based promotion where shoppers have to enter the code themselves. It probably won't help if the discount is already applied automatically, or if margins are too thin to give the code to everyone.

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Credit: Visually ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/fresh-clean-threads-bfcm-checkout-coupon-reminder/).
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.