Top 10 A/B tests of fast growing consumer brands 

Often the thing that distinguishes fast growing consumer brands is a culture of testing and a true commitment to on-going optimization of consumer interactions. In fact, we’ve seen firsthand how small adjustments to popups, abandonment flows, and post-purchase offers can drive incremental revenue and increase customer lifetime value.

If you’re not sure where to start with A/B testing your discounts and incentives, this guide will help you explore our favorite recent tests, why they matter, and how Monocle can support you in executing them.

Popups: Capturing attention and conversions

Popups are often the first opportunity to engage a customer, collect emails, and drive immediate conversions. But what’s the best way to design them? Here are four key tests to optimize popups and maximize their revenue potential.

Offer testing: $ off vs % off

One of the most impactful tests nearly every brand using Monocle runs is comparing a dollar-off discount ($10 off) versus a percentage discount (10% off). While a percentage discount seems more dynamic, research suggests that higher numerical values tend to feel like a better deal, even if they result in a smaller actual discount. For example, a $20 off offer on a $200 order may feel more attractive than a 10% off deal, even though they’re equivalent. A/B testing this can reveal what resonates best with your audience.

Popup timing: Immediate vs delayed

Brands can choose to display popups instantly on page load or after a delay, and the timing can dramatically impact results. A shorter delay (or no delay) is ideal for collecting emails quickly, while a longer delay can allow customers to explore before presenting an offer, increasing the chance of a paid conversion on the first visit. Testing different delay times (from 60-90 seconds all the way up to multiple minutes) can help determine the approach that converts best for your customers.

Auto-apply discount vs manual code entry

Some brands prefer auto-applying a discount after sign-up, while others require users to check their email for the code. Auto-applied discounts can lead to immediate conversions, but sending the code via email allows for single use codes which prevent leakage of codes and abuse by coupon aggregators. Depending on how aggressive of a discounting brand you are, Monocle brands have found success testing these two approaches to reveal the cost of protecting brands for ‘leaky’ codes.

Full-screen popup vs smaller sized popup

A full-screen popup can be more attention-grabbing and is effective for email collection. Pulling the attention away from the home page or a product page certainly forces the customer to take an action on a full-screen popup. However, a smaller sized popup can feel less intrusive and lead to more customer engagement by not forcing such a drastic view.

Brands have A/B tested both formats using Monocle and, in some cases, surprisingly found variants convert better that they didn’t expect. Each data backed decision helps increase incremental revenue and contribute to a well-rounded incentive strategy.

Abandonment flows: Winning back lost sales

Once your popup strategy has been A/B tested and you have a clear understanding of what converts best pre-purchase, we can focus more testing resources on winback flows. Even with strong popups and onsite conversion strategies, some customers will still leave without making a purchase. These automated email and SMS reminders can bring shoppers back if they’re optimized correctly.

Offer testing: Incentives for recovery

Should you offer a discount right away or wait? Some brands see success simply nudging the customer with an email, no discount included. Others prefer some sort of incentive, like free shipping. A/B testing can reveal which strategy recovers the most abandoned carts while keeping average order value stable and protecting margins. After A/B testing, the most sophisticated brands continue to use Monocle’s model to personalize the offer to each user to maximize conversion rate.

Timing of the first and second emails

The first abandonment email is critical because it’s often the first email touchpoint with customers who showed interest in purchasing a product. Some brands send it within 30 minutes to take advantage of recency, while others wait a few hours or even days. Testing different send times can help determine the optimal timing for your audience.

However, one email is rarely enough. Multiple strategic touchpoints are the best way to keep customers engaged for maximized lifetime value. When is the best time to send a second, or subsequent, email? Testing whether a second email 24, 48, or 72 hours later leads to the highest recovery rates can fine-tune your approach.

Time-bound offers vs flexible redemption

Some brands find that a "use this discount in the next 24 hours or it will expire" approach drives urgency, while others see better results from a longer redemption window. Testing urgency-driven messaging against longer-term incentives can help identify the best strategy for your customers.

Post-purchase flows: Driving repeat purchases and LTV

Once a customer successfully converts a paid purchase, the next goal is increasing retention and maximizing their lifetime value. Post-purchase flows are a key opportunity to re-engage customers at the right moment.

Timing of replenishment offers

For brands selling consumable products, like Death Wish Coffee or Obvi, the timing of a replenishment reminder is crucial. Should you send it before the customer runs out or after they’ve likely finished the product? Testing different timing strategies can maximize repeat purchase rates.

Cross-sell offers: General brand offers vs product specific discounts

With an emphasis on growing LTV, brands are testing sending a discount on cross-sell specific products compared to sending a follow-up email with a more general purpose discount. The first scenario assumes you can accurately recommend products that other people usually purchase in tandem. The latter gives the freedom to the shopper to come back and purchase any item they choose, with no suggestion of any specific product.

Timing of winback campaigns

When should a brand consider a customer “lost” and offer a deeper discount to bring them back? Some brands wait 60 days, others 90 or 120 days. The answer to this obviously depends on the brand and the customer, but blending this with customer behavior is the best way to test.

Weezie Towels experienced this exact problem and used Monocle to reengage customers based on advanced segmentation that accounted for recent user behavior, leading to a 50% life in winback performance. 

AOV Minimum vs No AOV Minimum for Discounts

Should winback offers require a minimum order value to unlock a discount? While requiring a higher AOV increases revenue per purchase, it may deter some customers from converting. Testing AOV minimums versus no restrictions can reveal the most effective strategy for balancing revenue growth and conversion rates.

Maximize your customer touchpoints

The most effective consumer interactions aren’t based on guesses, they’re heavily tested and optimized. By systematically A/B testing popups, abandonment flows, and post-purchase offers, brands can make data-backed decisions that increase conversion rates, retention, and customer lifetime value.

Not only does Monocle’s platform makes running these tests incredibly simple, but we also take the results and create a unique model for your brand that allows for personalization options at each of the touchpoints above. Ready to optimize your customer touchpoints and maximize revenue? Get in touch with us today to see how Monocle can transform your approach to A/B testing and discount strategy.