Bundles + coupons in cart (~100% sales lift)

Note: This case study is intentionally anonymized. Numbers are shared as approximate ranges. Company, SKU names, and internal links are omitted.

TL;DR

The store had promotions and bundle value, but customers didn’t reliably see it at the right time.
By improving bundle presentation and coupon visibility inside the cart (not only at checkout), we reduced confusion and increased purchase intent - resulting in an ~100% sales lift during the measured period.

Context

• Platform: Shopify
• Constraint: keep changes lightweight and theme-friendly
• Risk: promotions can increase revenue but also introduce margin and abuse risk
• Goal: increase conversion/AOV by making value obvious before checkout

The problem

Two common ecommerce problems were present:

1) Bundles exist, but are invisible.
Users don’t discover the offer, so they never evaluate it.

2) Coupons feel uncertain.
When customers don’t know if a discount will apply, they hesitate (or abandon).

Hypothesis

If we surface “value” earlier and make the discount behavior predictable:

• more customers will complete checkout
• more customers will add complementary items (AOV lift)
• fewer customers will abandon due to uncertainty

What I changed

1) Bundle visibility in cart

• added a cart-level bundle message (clear, scannable, not salesy)
• surfaced “add the bundle” options at the moment intent is highest
• kept the interaction simple and fast (minimal extra scripts)

2) Coupon clarity

• improved messaging around discounts (when it applies, where to enter, what to expect)
• removed ambiguity and reduced “trial-and-error” behavior at checkout

3) Guardrails

• monitored discount usage and obvious abuse patterns
• kept the system simple enough to maintain (no fragile logic)

  Promotion hygiene (keeping it clear)

  Revenue lift is great, but promotions can become confusing fast. To keep the user experience clear and maintainable, I:

• Disabled several legacy/overlapping discounts that no longer served a purpose
• Renamed remaining offers so the rules are obvious to customers
• Consolidated active promotions into a few clear offers (e.g., case discount, gluten-free case discount, mix & match)
• Implemented a cart view that surfaces the right coupon/value message based on what’s in the cart, including a clear CTA (e.g., “Get 15% off”)

This reduced ambiguity and helped customers feel confident that they were getting the intended deal.

Measurement

I measured impact using:

• sales and conversion trends across comparable windows
• cart behavior (add/remove patterns)
• supporting signals (discount usage, checkout initiation)

Results

• Total sales increased by ~100% in the measured period (relative lift).
• The biggest improvement came from reduced uncertainty at the cart/checkout boundary.

Lessons learned

• “Value” needs to appear where intent happens (cart), not only in marketing or checkout.
• Discount UX is trust UX: clear rules beat hidden fields.
• Keep promotional systems maintainable, or you’ll create long-term ops debt.

Related notes

• Cart & checkout patterns: bundles + coupon visibility

What I’d do next

• Validate the profit side: track margin impact per promotion and define guardrails (minimum AOV, exclusions, stacking rules).
• Run a small set of tests: cart messaging variants, bundle placement, and discount visibility patterns.
• Align promo + inventory: ensure promotions don’t push velocity-high SKUs into stockout risk.
• Create a “promo hygiene” checklist: naming conventions, user-facing clarity, and a monthly audit of active discounts.