Swapped cart discount code message for USPs: +$1.50 per session
Test run byOliver KenyonConversionwise
Commentary byLiftArchiveOur analysis, not theirsRemoving a discount code message from the cart and showing a short USP line in its place raised revenue per session by $1.50. Oliver Kenyon ran this test. Their team forecast about $40,413 a month in extra revenue.
- Revenue per session: up $1.50. The baseline was not shared, so the percentage lift is unknown.
- Monthly revenue: about $40,413 extra, based on the team's forecast.
- Yearly revenue: about $484,956, a forecast rather than banked revenue.
- Conversion rate and average order value were not shared.
The change
The discount code message is removed and a short USP bar takes its place.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The cart carried a message about a discount code above the cart item. The rest of the page held the item, subtotal, checkout button, payment logos and a Back to Shop link.
Variant
The discount code message was removed. A slim bar with a support icon and a short USP sat above the cart item instead; everything else stayed the same.
Why it likely won
Our reading of the result, not the practitioner's claim.
- a discount code message can send shoppers off to search for codes, and some never come back.
- shoppers without a code may feel they are paying too much and hesitate.
- a USP in the same spot reminds buyers why the product is worth full price.
Caveats: Although framed as removing one line, the image caption says the message was replaced with USPs, so two things changed. Sample size, test length and baseline revenue were not shared.
Who ran it
Oliver Kenyon (@oliverkenyon) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we remove the discount code message from the cart and show a key USP instead, then revenue per session will rise because shoppers stop hunting for codes and focus on product value.
- Primary metric
- Revenue per session
- Guardrails
- Conversion rate
- Discount code usage rate
- Average order value
- Who should test it
- Stores that show discount code prompts in the cart but don't run code-led promos. If your traffic relies on influencer or affiliate codes, removing the prompt could confuse those shoppers.
Questions
Should you show a discount code message in the cart?
In this test, removing it and showing a USP instead raised revenue per session by $1.50. A code prompt can make shoppers leave to look for one.
What should replace a discount code field or message in the cart?
Kenyon's team used a short USP bar above the cart item. It kept the focus on why the product is worth buying.
Can removing content from the cart increase revenue?
This test suggests it can. Taking out one distracting message, and adding a short reassurance line, was enough for a measurable lift.
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