Even though popups are often associated with list growsth rather than direct revenue, we believed that offering a simple, clear incentive through a popup could not only grow email and SMS lists — but also drive incremental on-site revenue. This experiment aimed to measure the true incremental value of discount popups compared to showing no popup at all.

Controlled experiments were conducted across three DTC brands — True Classic, Juvenon, and Perfect White Tee — to measure both list growth and on-site revenue impact.

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Each brand ran a holdout test, where:

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Key metrics tracked:

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• Revenue Per Visitor (RPV)
• Email Subscribers Added
• SMS Subscribers Added
• Statistical Significance

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True Classic

For True Classic, a deep offer testing experiment was conducted with five variants — four featuring different discount offers and one showing no popup to visitors. To simplify, the comparison below focuses on the best-performing popup offer vs. the no-popup holdout.

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Results:

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• +7% in revenue per visitor
• +2% in gross profit per visitor
• +15,600 email and +9,700 SMS signups added
• $1.5M revenue exposed during test, with full statistical power ✅

The popup variant not only grew the list but also produced higher on-site revenue — confirming that well-designed popups can drive both acquisition and monetization.

Perfect White Tee

Results were neutral on same-session revenue, but positive for long-term growth.

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Results:

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• +0% in revenue per visitor (flat vs. control)
• +7,500 email and +5,500 SMS subscribers gained
• 100K impressions and $1M revenue included in test

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TL;DR: Revenue was flat, but the popup generated over 13,000 new subscribers — fueling stronger LTV without cannibalizing immediate sales.

Juvenon

For Juvenon, a 10% off popup was tested against a no-popup control.

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Results:

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• +2% in revenue per visitor
• +3,000 email and +2,000 SMS signups added
• 78K visitors and $90K revenue included in test

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TL;DR: Showing a discount popup increased RPV by +2% while adding over 5,000 net new subscribers, confirming incremental value both in revenue and list growth.

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Across all three brands, the presence of a discount popup consistently drove incremental value — both in list growth and revenue per visitor.

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• True Classic: +7% RPV, +25K total subs/month
• Juvenon: +2% RPV, +5K total subs/month
• Perfect White Tee: Flat RPV, +13K total subs/month

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These findings reinforce that popups don’t just capture leads — they capture revenue. When optimized for performance, discount popups can lift both acquisition and monetization metrics, even against a no-popup control.