15% vs 10% off in a sign-up popup: sign-ups fell from 29% to 21.6%
Test run byOptiMonkTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsRaising the discount in a sign-up popup from 10% to 15% cut the popup conversion rate from 29.02% to 21.55%, about 26% lower.
OptiMonk ran this A/B test for the UK wax melt brand Sassy Scents and published it as a case study.
The source says the 15% version still produced a substantial number of orders, but gives no order figures.
- 10% offer: 1,659 sign-ups from 5,717 views, a 29.02% conversion rate.
- 15% offer: 1,219 sign-ups from 5,656 views, a 21.55% conversion rate.
- The bigger discount lost: about 7.5 points lower, or 26% fewer sign-ups relative to 10%.
- Orders: not shared. The source only says the 15% version still drove a substantial number.
The change
Only the discount changed: 10% off on control, 15% off on variant.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A full-screen, multi-step popup asked a yes/no question, then asked for an email in exchange for 10% off.
Variant
The same popup offered 15% off instead of 10%.
Why it likely lost
Our reading of the result, not the practitioner's claim.
- A bigger discount does not always read as better. Some visitors may see 15% off as a sign of inflated prices.
- Wax melts are low-cost items, so the cash gap between 10% and 15% is small and may not move people.
- With about 5,700 views per side, a gap this large is unlikely to be chance, though the source gives no significance test.
- We can't tell which offer made more money, since order and revenue numbers were not shared.
Caveats: Duration and confidence were not shared, and the order outcome was described without numbers. Results are vendor-reported.
Who ran it
OptiMonk ran this test for Sassy Scents and published the results (OptiMonk case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on OptiMonk →
How to run this test on your store
- Hypothesis
- If we lower our sign-up popup discount from 15% to 10%, then sign-ups will hold or rise and margin per order will improve because visitors respond to the offer more than its size.
- Primary metric
- Revenue per visitor
- Guardrails
- Popup sign-up rate
- Orders from popup coupons
- Average discount per order
- Who should test it
- Stores selling lower-priced items with a percentage-off welcome popup. If your products are expensive, a bigger percentage is worth real money to shoppers, so the result may flip.
Questions
Does a bigger popup discount get more sign-ups?
Not here. The 15% offer converted about a quarter fewer viewers than 10%.
What discount should a welcome popup offer?
Test it rather than guess. Start with the smallest offer you think is credible and compare revenue per visitor, not just sign-ups.
Should I judge a discount test on sign-ups or orders?
Track both. A bigger discount can cost margin on every order, so revenue per visitor is the fairest single measure.
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