Talk to a humanProduct pages and the homepage advertised a discount for government employees, military, nurses, first responders, students and teachers. See what 14 days of data showed.
A Discount Message for Eligible Groups Makes No Clear Difference to Conversion Rate
Goal
Conversion rate
Result
+1.2% Conversion rate
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
If we prominently show a discount for eligible groups, then conversion rate will increase because the savings give those shoppers a clear financial reason to buy.
What We Changed
- Added a discount message for government employees, military, nurses, first responders, students and teachers.
- Placed it on the homepage and below the price on product pages.
- Linked every mention to the page where shoppers verify eligibility and apply the discount.
- Styled it like the site's existing promotional messages, visible to all visitors.
- Hid the product page message when the discount was already applied.
The Results
How the new version compared with the original, across all devices.
+1.2%
Conversion rate
+9.4%
Revenue per visitor
+8.1%
Average order value
Key Learnings
- Conversion rate rose just 1.2%, and the variant had a 51.1% probability of beating the original: no clear difference.
- Revenue per visitor rose 9.4%, but on just 2,515 visitors that's within normal variation.
- Devices split sharply: on mobile conversion rate rose 31.5%, on desktop it fell 42.0%.
- Click-through rate rose 27.2%, but more clicks didn't turn into more orders.
Detailed results breakdown
Conversion rate
+1.2%
Revenue per visitor
+9.4%
Average order value
+8.1%
Add-to-cart rate
+6.1%
Click-through rate
+27.2%
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Other experiments we've run
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Loss Prevented
A More Prominent, Guided Search Cuts Conversion Rate 12.0%
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-12.0% Conversion rate
Landing Page
Positive signal
A Simpler-to-Read Science Page Shows a 9.0% Conversion Rate Lift
The science page kept its content but swapped long paragraphs for short ones, bullet points and visuals. See how readers responded.
+9.0% Conversion rate
Product Page (PDP)
Positive signal
Delaying the Promo Pop-Up by 60 Seconds Shows a 7.9% Conversion Rate Lift
The promotional pop-up waited until visitors had spent 60 seconds on the page instead of appearing right away. See how 23,328 visitors responded.
+7.9% Conversion rate