# Second foundation at 20% off beat concealer upsell: over 15% conv.

- Outcome: Won
- Page type: Post-purchase (Ecommerce)
- Elements: Upsells & cross-sells, Pricing, discounts & savings display
- Test run by: [Zipify OCU Plus team](https://liftarchive.com/practitioners/zipify-ocu-plus-team/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://zipify.com/yensa-ocu-plus-case-study/
- Page: https://liftarchive.com/test/gap-yensa-post-purchase-same-vs-complementary/

A 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.

## Result

**over 15% conv.**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per offer shown (to account for the discount)
- Guardrail: Refund rate on upsell items
- Guardrail: 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.

---

Credit: Zipify OCU Plus team ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/gap-yensa-post-purchase-same-vs-complementary/).
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.