Promo-code reminder on product pages: +24% conversion rate
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsA subtle promo-code reminder on Pvolve's product pages lifted conversion rate by 24%.
Visually ran this test with Pvolve, a fitness equipment and streaming brand, and published it as a Visually case study.
The idea was to tell shoppers about available codes earlier, rather than leaving them to find out at checkout.
- Conversion rate: +24% with the promo reminder.
- Effects on average order value and margin were not shared.
- Sample size, duration and confidence level were not shared.
The change
Small promo-code reminder added near the price
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product pages did not mention that a promo code was available.
Variant
Product pages showed a small but visible reminder about the available promo code.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Shoppers who know a code exists early may feel the deal is already secured, so they buy sooner.
- It can stop shoppers leaving the site to hunt for codes when they see a promo field at checkout.
- A savings cue on the product page can tip price-conscious shoppers who were on the fence.
Caveats: Visually reported the result in its own marketing case study. Sample size, test length and statistical confidence were not shared. The code's value and how much margin it cost were not stated.
Who ran it
Visually ran this test for Pvolve 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 shoppers about an available promo code on product pages, then more will buy because they feel sure of the deal and do not leave to search for codes.
- Primary metric
- Conversion rate
- Guardrails
- Gross margin per order
- Average order value
- Discount usage rate
- Who should test it
- Stores that already run a site-wide or welcome code. It probably won't help if you rarely discount, and it may train full-price buyers to expect a code.
Questions
Should I show promo codes on product pages?
Pvolve saw a 24% conversion lift from a subtle reminder.
Check margin and order value as well, since more orders will use the code.
Does a promo field at checkout cause drop-off?
It can send shoppers off to search for codes.
Telling them about a code earlier is one way to reduce that.
How subtle should a promo reminder be?
Small enough not to compete with the price or add-to-cart button, but easy to notice.
A short line near the price is a common choice.
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