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How to convey offer in pop-up ("mystery" offer vs. specific discount)

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Glossier
Mobiledesktop
8/6/22
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8/24/22
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pop-upcopygeneralcalloutoverlayPop-up (overlay)headlinetonecasualCasual tonesubheadincentivelimited time offerdetailsdiscountbuttoncall-to-action (CTA)Call-to-action button (CTA)text promptspecificneutralNeutral tonefocusease of useDiscount detailsCopy focus on ease of usesignup
Variant 1 — 50%
Screenshot 0
champ
Give general offer details in pop-up (frame offer as "mystery")
champ
"Beauty Made For Real Life"
champ
"What's that?"
champ
Casual tone
champ
Focus on special offer in subhead
champ
"It's A Mystery!"
champ
"I don't like mystery offers."
Variant 2 — 50%
Screenshot 1
loser
Give specific offer details in pop-up ("10% off")
loser
"Beauty Inspired By Real Life"
loser
"Join our email list, take 10% off."
loser
Neutral tone
loser
Focus on ease in subhead
loser
"Sign Me Up"
loser
"Maybe next time."
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Variant
Winner
Who's Testing
Glossier
What's Tested
How to convey offer in pop-up ("mystery" offer vs. specific discount).
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Sitewide
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