The Discount Decision

A discount is the fastest lever on the post-purchase page and the easiest one to overpay for. The shopper has already converted, so some brands find they don't need one at all. For others, 10% is what turns a look into a click.

The discount applies uniformly to every item in the offer, so this is one number to test rather than a per-product exercise.

What this test design might look like:

	Control	Variant A	Variant B
Discount	No discount	10% off	20% off

Read this one on profit per visitor rather than acceptance rate. A 20% offer will almost always be accepted more often than a 10% offer. Whether it earns more is the question.

You can set no discount, a percentage off, or a fixed amount off. Percentage off keeps the offer proportional across a mixed catalog, which matters if the products in the offer vary a lot in price.