Pattern #69: Autodiscounting

Pattern #69  Tested 6 timesFirst tested by Matthew Curry Recently tested by Andrey Andreev on Sep 27, 2024

Based on 6 Tests, Members See How Likely Version B Wins Or Loses And By How Much

LOSSES
-5
-4
-3
-2
-1
FLAT
+1
+2
+3
+4
+5
WINS

Measured by the sum of negative and positive tests.

A B
Autodiscounting (Variant A) Autodiscounting (Variant B)

Expected Median Effects Of B

?

Progression

(4 tests)

-

Leads

-

Signups

-

Engagement

?

Sales

(6 tests)

?

Revenue

(3 tests)

-

Retention

-

Referrals

?

ANY PRIMARY

(6 tests)

Tested on

Tests

Added

Isolated

Test # 167 on Lovehoney.co.uk by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Matthew Curry    Apr 10, 2018 Test link

Find Out How It Did

  • Measured by adds to cart

  • Measured by thank you page visits

Zoom In
A
B
Product

The idea is that, if the customer has an active discount code for that session (either by landing on a particular page, or entering a code somewhere), instead of just showing the discount in the basket, we show it further (earlier) up the funnel and automatically discount on the product page.

The effectiveness of this depends on the discount level, I've tested it at 30% and 50%.

With a 50% Discount:
Add to Cart rate +33%
Sales rate + 24%

With a 30% Discount:
Add to Cart rate +11.6%
Sales rate + 10.2%

Get Access To See The Test Results

Added

Isolated

Test # 306 on Backstage.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Stanley Zuo    Jul 09, 2020 Test link

Find Out How It Did With 15,106 Visitors

  • Measured by plan selections

  • Measured by completed checkouts (post-payment)

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Pricing

In this experiment, the only change was an added message at the top of the pricing screen, clarifying that there is an active discount on a yearly plan. The discount was already communicated with a strike-through price on the control version as well. The variation simply emphasized this aggressively. 

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Added

Isolated

Test # 354 on Mvideo.ru by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Andrey Andreev    May 25, 2021 Test link

Find Out How It Did

  • Measured by total sales

  • Measured by total revene

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Product

In this experiment, the discounted price was shown along with an active promotion. The control only showed that the relative -8% discount was present with the pre-discounted price.

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Replaced

Isolated

Test # 493 by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Jakub Linowski    Sep 19, 2023 Test link

Find Out How It Did With 7,627 Visitors

  • Measured by adds to cart

  • Measured by revenue

  • Measured by completed purchases

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Product

This experiment was technically a larger multi-change one that ran on product detail pages. The control showed an automatically applied coupon (for people opening up targeted emails with the discount). The variation attempted to make this better with the following changes:

  1. The discount message shifted closer towards the price / product selection (above the buy box)
  2. Removal of sale discount amounts and messages tied to longer durations (6 and 12 month duration)
  3. Reinforcing that the actual discount will be calculated further on checkout

Get Access To See The Test Results

Added

Isolated

Test # 515 Jan 31, 2024 Test link

Find Out How It Did With 2,471 Visitors

  • Measured by checkouts

  • Measured by completed transactions

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Home & Landing

In this experiment, people who saw an offer (in an email or popup) would see a more visible site wide reinforcement of their earned discount being active. In the control, the discount was only shown during checkout. In the variation, it was shown throughout the web site on the homepage and product detail pages.

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Added

Isolated

Test # 553 on Online.metro-cc.... by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Andrey Andreev    Sep 27, 2024 Test link

Find Out How It Did With 6,121 Visitors

  • Measured by completed transactions

  • Measured by AOV

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Checkout

In this experiment, a preset coupon code with -15% amount and an easy to "apply" button was shown to new users who have never made a purchase. In the variation, the an empty coupon field was shown. Impact and transactions and revenue was measured.

Get Access To See The Test Results

For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.