# Auto-applied discount for paid traffic: +15.9% revenue

- Outcome: Won
- Page type: Site-wide (Ecommerce)
- Elements: Pricing, discounts & savings display, Ad-to-page message match
- Test run by: [Visually](https://liftarchive.com/practitioners/visually/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://visually.io/public/case-studies/laura-geller
- Page: https://liftarchive.com/test/laura-geller-auto-apply-discount-paid-traffic/

Applying the campaign discount automatically, with a banner confirming it, lifted revenue from paid campaign traffic by 15.9% for Laura Geller Beauty. Visually ran this test on its platform with the Laura Geller team and published it as a Visually case study. Sample size and significance were not shared.

## Result

**+15.9% revenue**

- Revenue from paid campaign traffic: +15.9%.
- The test was limited to paid campaign visitors, so the lift applies to that segment, not the whole site.
- Margin impact was not reported. The team chose lower friction over the risk of more people using the discount.

## Control

Visitors arriving from paid campaigns had to enter the discount code themselves to get the offer.

## Variant

The discount was applied for them automatically, and a banner confirmed that the saving was already in place.

## Why it likely won (our reading)

- Typing a code is an extra step, and some shoppers forget the code or mistype it.
- The banner reassures visitors that the price they saw in the ad is the price they will pay.
- Shoppers who can't find a code may leave to search for one, and some never come back.

## Caveats

This is a vendor case study, and sample size, duration and significance were not shared. Revenue was reported, but not what happened to margin.

## How to run this test

- Hypothesis: If we auto-apply the ad's discount for paid visitors and confirm it with a banner, then more of them will buy because they no longer have to find and enter a code.
- Primary metric: Revenue per visitor from paid campaign traffic
- Guardrail: Gross margin per order
- Guardrail: Discount usage rate
- Guardrail: Conversion rate of non-paid traffic
- Who should test it: Stores that run code-based offers in paid ads. It probably matters less if your codes are short and shown on every page, or if most paid visitors would buy without the discount.

---

Credit: Visually ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/laura-geller-auto-apply-discount-paid-traffic/).
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.