Visible vs Hidden Coupon Code Field A/B Test

Revenue per visitor (RPV)

Compare post-discount revenue per assigned visitor when the coupon field presentation changes.

• Order completion rateTrack whether more assigned visitors complete an order.
• Coupon redemption rateKeep the field easy to find for shoppers with a code, and monitor redemption.
• Payment-step exit rateCompare exits from checkout; this alone does not explain why a visitor left.
• Promotion participationTrack eligible visitors' participation against a predefined acceptable-loss threshold.

• ChangeShow the coupon field collapsed behind a link instead of as an open field.
• Keep constantKeep coupon rules, active promotions, field behavior and checkout flow unchanged.
• Checkout exitsTrack checkout exits without assuming that every exit means the visitor went looking for a coupon.
• MeasurementMonitor coupon redemption and promotion participation.
• Separate testTest link wording or field placement separately.

1. 1Keep coupon entry accessible to shoppers who have a code.
2. 2Make invalid-code errors clear.
3. 3Do not add or remove active promotions during the test.
4. 4Do not bury the coupon field below the CTA where it is hard to find.
5. 5Do not change placement and wording together.