Bionic Gloves achieved an impressive +24.7% increase in total revenue and a +17.1% growth in revenue per visitor (RPV) year over year.
So, what was the secret behind this notable growth? Surprisingly, the answer is both simple and unconventional:
They eliminated the option to enter a discount code during the checkout process. Yes, that’s all it took!
Why did this work? By removing the discount code field, Bionic Gloves addressed a common issue: cart abandonment caused by customers pausing their purchase to search for a discount code online. This small change reduced friction in the checkout flow, helping users complete their purchases without distractions or second-guessing.
This case highlights how a small tweak to the user experience, based on thoughtful observation of customer behavior, can result in significant business outcomes.
(Source: www.vwo.com)