'Get 20% Off' instead of 'Next' on a quiz step: +24.8% conversions
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsChanging the last quiz step's button from 'Next' to 'Get 20% Off' lifted conversion rate by 24.8%.
Visually ran this test for Bonafide Health, a women's health supplements brand, and published it as a Visually case study.
The metric most likely measures completions of the quiz's newsletter sign-up step, not store orders.
- Conversion rate: +24.8%. The source calls it conversion rate, but it most likely tracks how many people finished the sign-up step.
- No figures were shared for orders, revenue or discount cost, so the effect on sales is unknown.
The change
Only the sign-up button copy changed, from 'Next' to 'Get 20% Off'.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The final step of the product quiz asked shoppers to join the newsletter. The button just said 'Next'.
Variant
The button copy changed to 'Get 20% Off', so it named the reward for signing up. Nothing else on the step changed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- 'Next' tells people nothing. 'Get 20% Off' tells them what they get for handing over an email.
- At the last quiz step, people have already invested effort. A clear payoff makes finishing feel worth it.
- Naming the discount on the button puts the offer where the eye lands at the moment of decision.
Caveats: This is vendor marketing, and the sample size, duration and significance were not shared. The metric is likely quiz sign-ups, not purchases.
Who ran it
Visually ran this test for Bonafide Health and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we change the quiz sign-up button from a generic 'Next' to copy that names the discount, then more people will complete the step because they can see what they get for their email.
- Primary metric
- Quiz sign-up completion rate
- Guardrails
- Orders from quiz takers
- Discount cost per order
- Email unsubscribe rate
- Who should test it
- Stores with a quiz or multi-step finder that already offers a sign-up discount. It probably won't help if there is no real offer behind the button, or if the step is not an email capture.
Questions
Should a quiz button say 'Next' or name the offer?
Naming the offer gives people a reason to click.
In this test, 'Get 20% Off' beat 'Next' by 24.8% on conversion rate.
Does more quiz sign-ups mean more sales?
Not always. Track orders and discount cost from quiz takers too, since this case study only reported the sign-up step.
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