When we removed top-page promotions, something unexpected happened. Revenue went up.
This experiment proved that removing promotions increases revenue by keeping shoppers focused on what they came for—not chasing discounts.

For years, the assumption has been simple: more visibility equals more sales.
Every page needs a banner. Every banner needs an offer.
And if something’s on sale, it deserves the loudest spot on the site.

But what if those same messages are the reason people stop shopping?

That question sat at the heart of an experiment we ran after noticing something that didn’t make sense.
Promotions were showing on every page—even in moments where they weren’t relevant—and taking up valuable space near the top of the site. They pulled attention, but not action. Earlier tests showed that removing them altogether had little downside.

So we tried something different.

Promotions were showing on every page — even in moments where they weren’t relevant — and taking up valuable space near the top of the site. They pulled attention, but not action. Earlier tests showed that removing them altogether had little downside. So we tried something different.

The idea: keep value visible, but only when it’s wanted

Instead of running a top-site banner on every page, we moved promotions into an on-demand “Offers” drawer.

It was still easy to find, but hidden by default. The goal wasn’t to hide value — it was to reduce noise. Visitors who cared could open the drawer; everyone else could stay focused on what they came for.

The decision came directly from data. The behavior pattern was clear: the more prominent the banner, the more it distracted visitors from shopping. Sessions with fewer promos often performed better because people moved faster toward what they wanted.

What happened next surprised everyone

When the banner disappeared, promo clicks dropped nearly 60%.

If that number stood alone, most teams would call the test a failure.

But it didn’t end there. Despite fewer promo clicks, every core KPI went up — conversion, average order value, and revenue per visitor all improved for the general audience.

The only group that underperformed was deal seekers, which gave us a clear signal for future personalization opportunities.

The results reinforced what earlier tests hinted at: most visitors aren’t hunting for discounts — they’re hunting for the right product. The fewer detours you put between them and that goal, the better the outcome.

In short, removing promotions increases revenue not by hiding deals, but by helping shoppers stay focused on finding what they actually want.

Why Removing Promotions Increases Revenue

Promotions are meant to drive urgency, but urgency without intent just creates noise.
When every visitor sees the same message — regardless of what they came for — relevance disappears.

Removing the banner didn’t remove value.
It removed clutter.
It gave shoppers a clear path to continue their journey without interruption.

For visitors who were already considering a purchase, the absence of constant discount messaging helped them stay focused on the product — not the offer.
And for those who were browsing, it kept exploration natural instead of turning every scroll into a sale reminder.

The drop in promo clicks wasn’t a loss. It was a sign that attention had shifted back to what mattered: finding the right item.

Promotions are meant to drive urgency, but urgency without intent just creates noise. For example, one recent article argues that banners “don’t just grab attention — they must drive conversion without disrupting the user experience.

The bigger takeaway

This test proved something simple but often overlooked: visibility isn’t the same as impact.

Reducing noise can increase performance.
Removing distractions can increase revenue.

When you treat every visitor like a deal-seeker, you build an experience for the wrong intent.
But when you give each visitor the space to find what’s right for them, the metrics and the orders follow.

Explore more insights

When Reducing Promo Noise Increases Revenue — A deeper dive into how reducing noise led to higher conversions and full-price sales.

The Post-Add-to-Cart Lightbox That Backfired — What happens when an upsell interrupts the buying flow.

Recently Viewed on Home Page: A Simple Memory That Boosts Revenue — How recognizing return visitors improved performance without discounts.