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Ecommerce?A/B Test Idea: The Hypothesis

By offering your visitors a discount in return for their email address, you?ll be able to collect emails for follow up sequences and increase first time buyer purchases.

Why You Should Test It

Offering first time buyers a discount simply works. You?ll increase your first time purchase rate and collect email addresses to follow up with and convert into multi-buyers on the backend. You can even try giving a discount like ?Casper? does, without wanting anything in return. Simply offering a discount code in a popup to first time visitors. There are many ways of doing it. Some stores gamify the process and the visitor gets to spin a wheel and gets a surprise gift, while others use timed discount codes and pop ups that disappear when the timer runs out. Some don?t offer discounts and simply go straight for the email, offering to keep the visitor updated on the newest products and special deals. However you want to play it, collecting emails and offering discounts to first time visitors will increase purchases for the right brand.

Why It Works

It?s all about reciprocity with a little bit of scarcity sprinkled on top. If we give someone a discount, not only will they feel rewarded, they?ll also feel compelled to not waste it. The discount allows them to better justify a purchase decision and further break down the price objection. Offering discounts on first orders, limited time discounts, and sending reminders via email can significantly increase the likelihood of a visitor converting into a buyer.