$30 off $150 popup vs 15% off: +43% email capture, +$45,000/month
Test run byConvertiblesCRO agency
Commentary byLiftArchiveOur analysis, not theirsReplacing a 15% off email popup with a $30 off $150+ offer, product images and a simpler layout lifted email capture by 43%, order value by 21%, and revenue by about $45,000 a month.
Convertibles ran this A/B/n test for an 8-figure adult wellness brand and published it as a Convertibles case study.
The winner changed the offer, threshold, imagery and copy together, so the result belongs to the package.
- Email capture rate: +43% against the 15% off popup.
- Average order value: +21%, likely pulled up by the $150 minimum.
- Monthly revenue: about +$45,000, as reported by the agency.
- A plainer $30 off version and a free-gift version at $150 did not win.
The change
15% off popup becomes $30 off $150 with product images.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A sitewide popup offered 15% off in exchange for an email address. It used brand colours with an email field and button, and showed no products.
Variant
The winning popup offered $30 off orders of $150 or more, showed hero products, framed the offer as community-only deals and used a simpler layout with a prominent button. A version offering a free gift at the same $150 threshold lost.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A fixed dollar amount is easy to grasp at a glance, while a percentage asks shoppers to work out what it is worth.
- The $150 minimum gave shoppers a basket target, which likely drove the order value gain.
- Showing real products made the popup about what the shopper could buy, not just about handing over an email.
- A cash value was probably easier to judge than a free product that first-time visitors did not know.
Caveats: Offer, threshold, images, copy and layout all changed together in the winner. Results are agency-reported, and sample size, duration and confidence were not shared.
Who ran it
Convertibles ran this test for an 8-figure adult wellness brand and published the results (Convertibles case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Convertibles →
How to run this test on your store
- Hypothesis
- If we replace our percentage-off popup with a fixed dollar-off offer above a minimum spend and show real products, then email capture and order value will rise because the offer is easier to value and sets a basket target.
- Primary metric
- Revenue per visitor
- Guardrails
- Email capture rate
- Conversion rate
- Discount cost per order
- Who should test it
- Stores with a standard percentage-off welcome popup and product prices well below the threshold you pick. For very high-price stores, a percentage may sound bigger than a dollar amount, so the result may not carry over.
Questions
Does dollar-off beat percentage-off in popups?
It did in this test, but not always.
It tends to work when the dollar figure feels large next to typical product prices.
How high should a popup minimum spend be?
Pick a level a little above your current average order, so one more item gets the shopper there.
Too high a minimum can put first-time visitors off.
Should popups show products or brand imagery?
Here, the version with real products won. Products remind shoppers what they came for and make the offer feel concrete.
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