Nat’v Basics Increases Pop-Up Conversion by 24% Without Deeper Discounts [A Test Idea to Try]

Nat’v Basics is an eco-friendly underwear brand making sustainable basics from natural and recycled fibres. A finalist in the 2026 Australian Fashion Industry Awards.

Company size. 

~60K monthly visitors

Sandy Ronalds

Founder and Director, Nat’v Basics

Challenges

Grow the subscriber list faster.

Solutions

Ran two rounds of welcome pop-up A/B tests:• 12% OFF vs $10 vs $15,• $10 vs $15.

Integrated with: 

Shopify

Results

+74% more new subscribers during the two weeks of the test+24% pop-up conversion rate+22% revenue from pop-upFrom the same discount value

Switched to Maestra from: 

Klaviyo (email + SMS) and Alia (pop-ups)

August 11, 2026

Results

New Subscribers

Maestra’s Subscribers report. The new subscribers count holds flat for a month, then jumps the moment the A/B test goes live

Test #1: 12% OFF vs $10 vs $15

Test #2: $10 vs $15

Testimonial

Sandy Ronalds

Founder and Director, Nat’v Basics

What’s different with Maestra is the CSM – someone whose job is helping us optimize. He proposed reworking the offer in our welcome pop-up to make it clearer for customers, and it paid off across the board: more people convert, and we spend less on the offer. Now we can run tests like this regularly, lifting conversion where it counts and turning small gains into real business results.

A/B Test #1: Percentage Off vs. Dollar Off

The welcome pop-up was running a 12% discount inherited from Alia, untouched for months. Nobody had ever tested whether that format actually worked.

Maestra’s Forward Deployed Marketer proposed a test: 12% OFF vs $10 OFF vs $15 OFF. At Nat’v Basics' average order value, $15 off was nearly equivalent to 12% in real dollar terms. The hypothesis: a fixed dollar amount – a round, specific number – would read as a bigger, clearer win than a percentage you have to stop and calculate.

Philipp Volnov

Head of Customer Success at Maestra

'12% off' makes you stop and do the math. '$15 off' lands instantly – a pair of undies runs about $15, so that’s basically one pair free. And once a pair feels free, adding another to the cart is easy. That lifts conversion and average order value at the same time.

One of the new pop-up versions offers $15 off

The test ran for two weeks across ~20,000 unique visitors, split evenly across the three variants.

Both dollar variants outperformed the percentage control. The $15 OFF variant converted 24% better than the original offer and generated 22% more revenue over the same period – with no change to creative, no deeper discount, and no additional traffic.

A/B Test Results

A/B Test #2: Finding the Right Discount Amount

The second test compared the two dollar amounts directly – $10 OFF against $15 OFF – to see whether the bigger discount was worth its extra cost.

The data didn’t back it up. Across ~12,000 visitors, $10 and $15 converted about the same – the gap sits within the margin of noise. The extra $5 per order bought nothing.

The counterintuitive result: two tests in, a flat $10 discount wins. It’s cheaper than the old 12% and still converts better – because people understand it instantly.

The Bottom Line

For months, the welcome pop-up ran a default 12% discount. Maestra’s Forward Deployed Marketer tested the alternatives and found a clearer offer – one customers grasp instantly. It converts better and costs less to run. That’s the real value of the partnership – optimization built into the routine.

More Case Studies on Pop-Ups and Lead Capture

Other brands testing their way to a bigger subscriber list:

1. Blossom Flower Fine-Tunes Mobile Pop-Up Rules and Increases Lead Generation (A/B Tests Framework Included)
2. JOLYN Increases Email Capture by 21% with AI-Optimized Popups
3. Blossom Flower Delivery Doubles Lead Generation with Maestra’s Gamified Form
4. I Love Linen Collects 4% of BFCM Leads via New Product Quiz