# 15% vs 10% off in a sign-up popup: sign-ups fell from 29% to 21.6%

- Outcome: Lost
- Page type: Site-wide (Ecommerce)
- Elements: Popups & email capture, Pricing, discounts & savings display
- Date shared: 2024-08
- Test run by: [OptiMonk](https://liftarchive.com/practitioners/optimonk/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.optimonk.com/sassy-scents-case-study
- Page: https://liftarchive.com/test/sassy-scents-10-vs-15-pct-popup-discount/

Raising 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.

## Result

**sign-ups fell from 29% to 21.6%**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Popup sign-up rate
- Guardrail: Orders from popup coupons
- Guardrail: 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.

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Credit: OptiMonk ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/sassy-scents-10-vs-15-pct-popup-discount/).
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.