1Thrive increased email signup rates by 4.26% and conversion by 1.52% by A/B testing popup messaging—replacing upfront discounts with exclusive deal access. See how Maestra's CSM spotted the opportunity.
1Thrive Boosts Email Signups 4.26% by Highlighting Exclusive Deals Over Instant Discounts
1Thrive creates modular wall organizer systems and family command centers that help families stay organized and productive
Challenges
Email signup conversion was plateauing despite a strong welcome discount
Solutions
A/B tested popup messaging by replacing the upfront discount with access to exclusive deals
Results
+4.26% signup rate+$1.70 ARPU+1.52% conversion rateBased on A/B testing
Results
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+4.26%signup rate
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+$1.70ARPU
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+1.52%conversion rate
Based on A/B testing
Testimonial
Maestra helped us unlock hidden revenue by optimizing our email capture strategy. Replacing upfront discounts with exclusive deals was a masterstroke that drove a 1.52% increase in conversion rates while simultaneously growing our subscriber base. They are an essential partner for our growth.
Why Removing the Discount Actually Worked
1Thrive had been using a $20 off $149 welcome discount in their popup – a strong offer they believed would reliably convert. But performance was stuck and lead capture wasn’t improving.
Their Maestra CSM spotted the issue: the popup wasn't highlighting the real value of email subscription.
1Thrive offers email subscribers incredibly valuable exclusive promotions. They send at least one promotion weekly, and during BFCM and the holidays almost a different one every other day — sometimes up to 50% off! None of these promotions ever appear on the website. I felt like the popup wasn’t communicating that value.
The CSM proposed an A/B test: replace the upfront discount with exclusive deal access — and the promise of bigger savings.
Original popup offering $20 off $149 welcome discount
New popup highlighting exclusive deals and savings up to 50% off
The counterintuitive approach won across every metric:
By focusing on exclusivity and a higher potential discount (up to 50% vs. a fixed $20), the new popup positioned email as the only gateway to insider pricing. Removing the instant offer also filtered out one-time coupon hunters, attracting subscribers genuinely interested in ongoing deals – which drove the higher ARPU.
More About Lead Capture & Popup Optimization
1. Enlightened Equipment Achieves 20x Growth in New Subscribers — How A/B testing lead forms took signup rates from 0.37% to 6.1%
2. Blossom Flowers Triples Popup Conversion Rate with A/B Testing — Testing popup timing rules increased lead capture from 0.26% to 0.8%
3. JOLYN Increases Email Capture by 21% with AI-Optimized Popups — Smart discount personalization boosted revenue per user by 22% while protecting margins