Turning Flat Discounts Into Funnels: The B1G2 Experiment
Turning Flat Discounts Into Funnels: The B1G2 Experiment
Turning Flat Discounts Into Funnels: The B1G2 Experiment
Luxmery’s standard BOGO deal drove volume but capped profit per visitor. I tested a hidden B1G2 funnel that captured emails and boosted both revenue and margin.
Services:
CRO | Funnel Optimization
CRO | Funnel Optimization
Client:
Luxmery
Luxmery
Year:
2025
2025
Problem:
Luxmery’s standard BOGO deal is effective for volume, but it caps profit per visitor (PPV). Leadership wanted to lift profitability without simply hiking prices, which risked lowering CVR.
Approach:
Experiment Design → Instead of showing BOGO directly, tested a two-step funnel:
Step 1: B1G1 offer with email pop-up.
Step 2: Hidden B1G2 offer after email submission.
Metric Focus → Optimized for Profit per Visitor (PPV), not just CVR.
Execution → 50/50 split test using AB Convert with Shopify + Cometly data validation.
Follow-up → Designed roadmap for improving funnel entry rate (urgency offers, bonus gifts).
Most marketers optimize for CVR or ROAS in isolation. I engineer profit-first funnels: offers that add steps, capture emails, and compound AOV without losing volume. This test proved that a structured funnel (B1G1 → Popup → B1G2) can transform a flat offer into a profit engine.
Results:
+11% Revenue per Visitor ($4.98 vs $4.48).
+46% Orders (259 vs 177).
+4.8% Profit per Visitor ($2.82 vs $2.69).
11.55% CVR on the B1G2 page (vs 1.9% baseline).
Larger email list growth from the funnel entry.
Problem:
Luxmery’s standard BOGO deal is effective for volume, but it caps profit per visitor (PPV). Leadership wanted to lift profitability without simply hiking prices, which risked lowering CVR.
Approach:
Experiment Design → Instead of showing BOGO directly, tested a two-step funnel:
Step 1: B1G1 offer with email pop-up.
Step 2: Hidden B1G2 offer after email submission.
Metric Focus → Optimized for Profit per Visitor (PPV), not just CVR.
Execution → 50/50 split test using AB Convert with Shopify + Cometly data validation.
Follow-up → Designed roadmap for improving funnel entry rate (urgency offers, bonus gifts).
Most marketers optimize for CVR or ROAS in isolation. I engineer profit-first funnels: offers that add steps, capture emails, and compound AOV without losing volume. This test proved that a structured funnel (B1G1 → Popup → B1G2) can transform a flat offer into a profit engine.
Results:
+11% Revenue per Visitor ($4.98 vs $4.48).
+46% Orders (259 vs 177).
+4.8% Profit per Visitor ($2.82 vs $2.69).
11.55% CVR on the B1G2 page (vs 1.9% baseline).
Larger email list growth from the funnel entry.
