Objective & Challenge
Two Bros Bows (TBB), is a family-owned business specializing in fun, safe archery sets for kids. They were new to email marketing and had no pop-up in place when we stepped in. The main goal? Build that email list! But of course, we weren’t going to turn our noses up at a little extra revenue either. Their biggest challenge was boosting sales, but gathering those precious emails was a key part of the puzzle.
Creative Strategy
We decided to launch an A/B test using Klaviyo. We pitted two pop-ups against each other in what we'll call The Great Discount Reveal Showdown:
- Roger Version (Version A): Let’s call this one “old reliable.” Roger’s version revealed the 10% discount right off the bat—nice and upfront. Straight to the point.
- Frank Version (Version B): On the other hand, we had the mystery man. Frank’s approach was all about teasing: “You’ve unlocked a discount!” But there was a catch—no code until after you hand over that email.
No fancy design differences here, just a good ol' switch in copy.
Behavioral Insights
Why’d we go with this approach? Simple. People love surprises. When you tell them they’ve unlocked something without giving away the goods right away, curiosity kicks in. Sally, mom of two, can instantly calculate the value of “Old Reliable’s” 10% discount and make her decision then and there. But the Mystery pop-up? That one sparks intrigue, making her more likely to submit her email to reveal the savings. And even if Sally doesn’t hit that “buy” button immediately, guess what? We’ve got her email now, and she’s going to hear from us down the road.
Analysis & Impact
After just 8 days of fierce competition, the Frank Version was clobbering the Roger Version:
- Orders: Roger Version - 3, Frank Version - 10
- Average Order Value (AOV): Roger Version - $67, Frank Version - $61
- Revenue: Roger Version - $200, Frank Version - $614
- Unique Submits: Roger Version - 10, Frank Version - 28
- Submit Rate: Roger Version - 3.13D%, Frank Version - 5.66%
While the Mystery Version’s AOV came in a bit lower, it didn’t matter. Frank’s sheer volume of orders (3x more!) meant more revenue. Plus, that higher submit rate? The Mystery Version didn’t just win; it ran laps around Old Reliable, with 27 unique submits compared to 10. More people signed up, more future customers to email, and more opportunities for Two Bros Bows to make those sales.
Klaviyo hasn’t declared Frank the statistical champ yet, but with a 94.09% win probability, it’s looking pretty official. We’ll keep the test running for the rest of the month just to make sure.
Conclusion
Here’s the big takeaway: hiding the discount code turned out to be the winning move. Frank’s Mystery Version saw almost 3x more submissions and a much higher submit rate, meaning we captured way more emails for future marketing efforts. In terms of revenue, Frank also handily outperformed Roger’s Old Reliable, even with a slightly lower AOV. So, the mystery angle? It works—and it works well.
Roger might not have seen this test coming (surprise, Roger!), but Frank definitely showed him who’s boss in this pop-up battle. In the end, it's all about getting more people on that email list, and Frank’s your guy for that.
