A/B Testing Idea #48 - Bring less attention to your discount/coupon code

Tactic_Bring less attention to your discount/coupon code


Making your "coupon / promo code" section less visible on the page will reduce the likelihood that those who don't have a code to enter will notice it and suddenly feel as though they're missing out on a deal that others might be getting.

Knowing that someone else might buy the same product at a cheaper price - thanks to a promotion that they don't have knowledge of or access to - could make them feel as though they are losing out and put them off completing their purchase. It is therefore best to keep this section of the page discreet - rest assured, those who do have a code will find it!

Inspired by Nick Kolenda 


  • Loss Aversion (Tversky & Kahneman, 1984)

The Research

Loss Aversion

Loss Aversion explains our tendency to strongly prefer avoiding losses over acquiring gains.

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