# Question-first discount popup: +20.87% orders vs no popup

- Outcome: Won
- Page type: Site-wide (Ecommerce)
- Elements: Popups & email capture, Pricing, discounts & savings display
- Date shared: 2025-04
- Test run by: [OptiMonk](https://liftarchive.com/practitioners/optimonk/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.optimonk.com/nubest-case-study
- Page: https://liftarchive.com/test/nubest-conversational-popup-holdout/

A popup that opened with a question about the visitor's health goal, then offered 15% off for an email and 20% off for a phone number, lifted orders by 20.87% compared with visitors who did not see it. OptiMonk ran this for the supplements brand NuBest and published it as a case study. The popup also reached a 7.58% email sign-up rate.

## Result

**+20.87% orders vs no popup**

- Orders: +20.87% compared with visitors who did not see the popup.
- Email sign-up rate: 7.58% of visitors who saw the popup.
- SMS sign-up rate and revenue impact were not shared.

## Control

Visitors in the comparison group did not see the popup.

## Variant

The popup first asked about the visitor's main health goal. After they answered, it offered 15% off for an email address, then offered an upgrade to 20% off for a phone number to join SMS.

## Why it likely won (our reading)

- Answering one easy question is a small first step that makes the email ask feel like a natural next move.
- The extra 5% for a phone number gave a clear reason to share more, so one popup fed both email and SMS lists.
- Knowing each visitor's health goal let NuBest send more relevant follow-up messages.
- Part of the order lift may simply be the discount itself, which a no-popup group never received.

## Caveats

This was a holdout comparison, and the source does not explain how the no-popup group was chosen or give sample size, duration or confidence. Results are vendor-reported.

## How to run this test

- Hypothesis: If we open our discount popup with a short question about the visitor's goal before asking for contact details, then more visitors will opt in and buy because the first step is easy and the offer feels personal.
- Primary metric: Orders per visitor
- Guardrail: Discount cost per order
- Guardrail: Email sign-up rate
- Guardrail: Unsubscribe rate in the first 30 days
- Who should test it: Stores selling products tied to clear goals, such as supplements or skincare, that want both email and SMS subscribers. Stores with one simple product and no real choice to make may not gain from the question step.

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Credit: OptiMonk ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/nubest-conversational-popup-holdout/).
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.