All tests
CVRSite-wideFashion
Exit-intent popup: 5% off vs. 10% off
A smaller discount that's still meaningful may capture similar signups without eroding margin.
Winner
+47.0%
Net contribution margin per captured email
9,864
Sessions
94%
Confidence
21d
Duration
Variant A — Control
Exit popup offers 10% off for email signup.
Variant B — Treatment
Exit popup offers 5% off + free returns messaging.
What we took away
B — Variant won
Capture rate was 11% lower at 5%, but the margin on those conversions was 58% higher, netting positive. Reframe the trade-off as contribution, not signup count.
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