Ali Demirbaş - Lab
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Cart & Checkout

Auto-Applied vs Manual Discount Code A/B Test

Automatically applying an eligible discount may make checkout easier by removing manual code entry.

  • Cart
  • Revenue per visitor (RPV)

Control vs Variant

What the interface does on its own is the variable.

Changed
Behavior
Page
Cart
Difference
changed

Hypothesis

Because more orders may also mean more discount cost, use post-discount revenue per visitor and review gross margin.

How to run this test

Primary metric

Revenue per visitor (RPV)

Compare post-discount revenue per assigned visitor and track gross margin separately.

Other metrics

  • Purchase conversion rate (CR)Read purchase rate alongside RPV.
  • Code redemption rateCheck whether automatic application changes redemption.
  • Average order value (AOV)Track changes in order value.
  • Gross marginMake sure automatic discounts do not erode margin.

What to check before and during the test

  • ApplicationApply the same eligible code manually in the control and automatically in the variant.
  • Checkout flowMeasure checkout start and completion time using the same start and end events.
  • ConfirmationShow the same discount confirmation information in both arms.
  • Keep constantKeep discount amount, eligibility, promotion terms and manual code entry unchanged.
  • Separate testTest hiding the coupon field behind a link or changing its message separately.

Setup mistakes to avoid

  1. 1Make the discount confirmation clear so it does not create doubt.
  2. 2Do not show multiple coupon fields on the same screen.
  3. 3Confirm the discount promptly after it is applied.
  4. 4Keep promotion terms unchanged during the test.
  5. 5Do not remove manual code entry.