# Mystery discount sign-up popup: sign-ups 7% to 13.8%

- Outcome: Won
- Page type: Site-wide (Ecommerce)
- Elements: Popups & email capture, Pricing, discounts & savings display
- Date shared: 2023-04
- Test run by: [OptiMonk](https://liftarchive.com/practitioners/optimonk/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.optimonk.com/vegetology-case-study
- Page: https://liftarchive.com/test/vegetology-mystery-discount-popup/

Replacing a flat 10% off email popup with a mystery discount offer nearly doubled Vegetology's sign-up rate, from 7% to 13.8%, and the store's ecommerce conversion rate rose 21%. OptiMonk's team made these changes for the vegan supplements brand and published them as a case study. Three changes shipped together, along with a switch of popup tool, so the gain can't be credited to the mystery discount alone.

## Result

**sign-ups 7% to 13.8%**

- Popup sign-up rate: 7% to 13.8%, close to double.
- Ecommerce conversion rate: +21%, which the source links to the extra subscribers.
- Bundled change: mystery offer, monthly headline, sticky teaser and new tool all came together.

## Control

A Klaviyo popup offered new visitors a flat 10% off in exchange for their email address.

## Variant

An OptiMonk popup offered a mystery discount with the current month in the headline, such as "February special". A sticky teaser stayed on screen after the popup was closed.

## Why it likely won (our reading)

- A hidden discount makes people curious enough to sign up just to see what they get.
- A month in the headline makes the offer feel timely, without anyone updating it by hand.
- The sticky teaser gave visitors who closed the popup a second chance to sign up later.
- More subscribers getting a discount code likely fed the conversion gain.

## Caveats

This was a bundle of three changes plus a tool switch, and the source does not say whether it was a split test or a before/after comparison. Sample size and duration were not shared.

## How to run this test

- Hypothesis: If we replace our flat percentage-off sign-up popup with a mystery discount, then more visitors will sign up because curiosity pulls harder than a known, ordinary offer.
- Primary metric: Popup sign-up rate
- Guardrail: Ecommerce conversion rate
- Guardrail: Average discount per order
- Guardrail: Revenue per visitor
- Who should test it: Stores with a standard 10% welcome popup and an average sign-up rate. Test the mystery offer on its own first, so you know which change did the work. Shoppers who dislike gimmicks may react badly if the reveal feels small.

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Credit: OptiMonk ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/vegetology-mystery-discount-popup/).
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.