Second foundation at 20% off beat concealer upsell: over 15% conv.
Test run byZipify OCU Plus teamTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsA post-purchase offer of a second foundation at 20% off beat an offer for a complementary concealer, converting at over 15%.
Zipify's OCU Plus account team ran the split test for Korean beauty brand Yensa, and it was published as a Zipify case study in 2022. The concealer's rate wasn't shared.
- Upsell conversion: the second-foundation offer converted at over 15%, by the team's own rough recollection.
- The concealer offer lost, but its conversion rate wasn't given, so the size of the gap is unknown.
- Context: Yensa's upsells as a whole added about $5,000 a month. That figure covers all funnels, not this test.
The change
Same foundation at 20% off replaces the concealer offer
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
After buying foundation, customers were offered a complementary concealer.
Variant
After buying foundation, customers were offered a second unit of the same foundation at 20% off.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The buyer has just shown they want this exact product, so there is no new decision about fit or shade.
- Foundation runs out, so a spare unit at 20% off reads as stocking up rather than buying something new.
- A complementary item asks the buyer to judge a product they haven't chosen yet, which adds friction.
- The discount gives a clear reason to act now instead of reordering later at full price.
Caveats: No sample size, duration, confidence level or concealer rate was shared, and the 15% figure is approximate. It is vendor-published, and the discount differed between offers, so the win can't be credited to product choice alone.
Who ran it
Zipify OCU Plus team ran this test for Yensa and published the results (Zipify case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Zipify OCU Plus team →
How to run this test on your store
- Hypothesis
- If we offer a discounted second unit of the item just bought instead of a complementary product, then more buyers will accept because the product is already chosen and familiar.
- Primary metric
- Post-purchase upsell conversion rate
- Guardrails
- Revenue per offer shown (to account for the discount)
- Refund rate on upsell items
- Repeat purchase rate over 60-90 days
- Who should test it
- Stores selling consumables people reuse, like makeup, skincare or supplements. It may not work for durable goods where nobody needs two.
Questions
Should a post-purchase upsell offer the same product or a different one?
For consumables, offering more of what was just bought often wins.
Yensa's test found that, though the offers also differed on discount.
How much discount should a post-purchase upsell use?
Yensa used 20% off. Test a few levels and watch revenue per offer shown, not just conversion.
What conversion rate should a post-purchase upsell aim for?
Zipify's team says it usually aims for 10-15%.
Your own baseline matters more than any outside benchmark.
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