Increased Urgency

Project Overview

A 20% off coupon was offered in exchange for a visitor's email. In a similar test, we saw that this messaging was sensitive and that tweaking messaging even slightly affects CVR.

Hypothesis

A previous test showed that increasing urgency likewise increased CVR. If we increase urgency even more, then CVR will increase even more.

Test Setup

Control:
"Time to Save! Coupon code TEST20 will be automatically applied at checkout."

Variation 1:
"Time to Save! Coupon code TEST20 will be automatically applied at checkout.
Hurry, coupon expires [3 days from now]."

Variation 2:
"Your Future in Real Estate Starts Now!"
"Your 20% discount has been successfully applied."

Data Points

In previous tests, we saw that this component was generally sensitive, but particularly sensitive to messaging related to urgency. In this test, we wanted to take full advantage of that.