Filter offer on thank-you page instead of email: ~30% attach rate
Commentary byLiftArchiveOur analysis, not theirsMouvair moved its replacement-filter offer from follow-up emails to a one-click offer on the thank-you page, and about 30% of air purifier buyers now add filters.
Mouvair, a Chilean home wellness brand, made the change on its own store, and it was published as an Upsell.com (formerly ReConvert) case study.
This was a before-and-after rollout, not a split test.
- About 30% of air purifier buyers add filters, per the founder's quote; the page's header stat says 27%.
- At least 60% of upsell revenue now depends on the thank-you page offer, per the quote; the header says 54%.
- Brand reports higher conversion than email-only upselling, but shared no email baseline.
- No sample size or timeframe was shared.
The change
Variant offers filters on the thank-you page, not by email.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Replacement filters were offered later through email after the purifier purchase.
Variant
A one-click filter offer on the thank-you page, shown right after an air purifier purchase.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Filters are a consumable every purifier owner needs, so the offer is relevant to nearly all buyers.
- Asking at the moment of purchase beats an email that may arrive late, go unopened or land in spam.
- One click to accept avoids a second checkout.
Caveats: Before-and-after result published by the app vendor, with no email baseline numbers shared. The page gives two sets of figures (30% vs 27%, 60% vs 54%).
Who ran it
Mouvair ran this test for Mouvair and published the results (Upsell.com (ReConvert) case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Mouvair →
How to run this test on your store
- Hypothesis
- If we offer the consumable refill on the thank-you page instead of in a later email, then attach rate will rise because buyers decide while still in buying mode.
- Primary metric
- Refill attach rate per main-product order
- Guardrails
- Later refill reorder rate
- Refund rate
- Email-driven revenue
- Who should test it
- Stores selling devices with refills or consumables: purifiers, razors, coffee machines. Watch whether filters sold now just replace orders that email would have captured later.
Questions
Is a post-purchase upsell better than a follow-up email?
For items needed with the main product, asking at checkout often converts better because the buyer is already engaged. Email still helps for timed reorders later.
Does selling refills upfront hurt repeat orders?
It can pull forward a sale you'd have made anyway.
Track refill reorders over the following months to see the net effect.
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