# 'Get 20% Off' instead of 'Next' on a quiz step: +24.8% conversions

- Outcome: Won
- Page type: Other (Ecommerce)
- Elements: Product finder quizzes, Add-to-cart & CTA buttons
- Test run by: [Visually](https://liftarchive.com/practitioners/visually/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://visually.io/public/case-studies/bonfide
- Page: https://liftarchive.com/test/bonafide-quiz-cta-get-20-off/

Changing 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.

## Result

**+24.8% conversions**

- 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.

## 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)

- '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.

## How to run this test

- 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
- Guardrail: Orders from quiz takers
- Guardrail: Discount cost per order
- Guardrail: 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.

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Credit: Visually ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/bonafide-quiz-cta-get-20-off/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.