Ali Demirbaş - Lab
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Category & Listing

Testing a First-Order Discount Message on Cards

Showing the existing first-purchase discount on the product card may help new visitors assess the offer earlier.

  • Category listing
  • Post-discount revenue per eligible new visitor

Control vs Variant

Absent on one side, present on the other.

Changed
Presence
Page
Category listing
Difference
added

Hypothesis

First purchases may increase, but judge the result by post-discount revenue rather than conversion alone.

How to run this test

Primary metric

Post-discount revenue per eligible new visitor

Divide post-discount revenue by all eligible assigned new visitors. If the reported revenue is already net of discount, do not subtract the discount again.

Other metrics

  • New-customer purchase conversion rateCheck whether first purchases increase.
  • Add-to-cart rateCheck whether more visitors who see the offer add an item.
  • Gross marginMake sure discount cost does not erase the gain.
  • Second-order rateCompare second orders over the same follow-up period among assigned users.

What to check before and during the test

  • Early visibilityShow the existing first-purchase offer on the product card.
  • EligibilityDefine eligible new users before assignment and apply the same rule in both arms.
  • Keep constantKeep discount amount, terms, prices and redemption flow unchanged.
  • DeviceReview mobile and desktop results.
  • Separate testsTest copy placement and percentage-versus-currency presentation separately.

Setup mistakes to avoid

  1. 1Keep the message from disrupting the product card's visual hierarchy.
  2. 2Show the price and discount terms accurately.
  3. 3Make clear that the offer is for new customers only.
  4. 4Do not change the discount and campaign area together.
  5. 5Keep the copy from overlapping the product image.