Finding the Sweet Spot
How We Optimized Tentpole Promotions to Maximize Conversions
At Revel Horizon, we know that not all promotions are created equal—especially during high-stakes, tentpole moments like holiday sales or seasonal shifts. These limited-time windows are when your customers are actively shopping, decision-ready, and flooded with options. To win their attention and drive conversions, your offer needs to do more than just look attractive—it needs to feel right.
So how do you know which offer hits the mark? We ran an A/B test to find out.
The Challenge: Maximize Sales Without Eroding Brand Value
One of our clients approached us ahead of a seasonal campaign with a simple but crucial question: Which promotional offer will drive the most conversions while preserving return on ad spend (ROAS) and maintaining brand integrity?
Too little of a discount might get overlooked. Too steep, and it can devalue the product or eat into profits. Our mission was to strike the perfect balance—and do so with data, not assumptions.
The Strategy: Put Every Option to the Test
To discover what truly moved the needle, we structured a clean A/B test around a core product priced at $199 MSRP. We tested three promotional variants:
20% off
25% off
$40 off
Each offer was delivered to a randomized third of the audience via email and digital ads. We held all other variables constant—creative, copy, timing, and CTA—to isolate the true impact of the discount structure.
The Results: Dollars Beat Percentages
The results were clear: $40 off emerged as the top performer, generating 75% of total campaign sales. It also delivered the highest click-through and conversion rates across every channel tested.
Even though 25% off offered more value ($49.75 vs. $40), customers responded more strongly to the flat-dollar discount. Why? The offer felt more tangible and immediate—a key psychological advantage.
Layered with urgency messaging (“limited time only”) and exclusivity (“early access for subscribers”), the $40 off offer created the perfect storm of value and motivation.
What We Learned
This campaign reinforced three key lessons for marketers looking to optimize their tentpole promotions:
Perception beats math: A clear, dollar-based discount is easier for customers to process and often feels more compelling than a percentage off—even when the latter is technically a better deal.
Test, don’t guess: Your instincts might point to the “bigger” discount as the better performer, but only real-world testing will reveal how your audience truly behaves.
Psychological triggers drive action: Pairing gated offers with time-sensitive messaging taps into urgency and exclusivity—two levers that significantly boost conversions.
Final Thoughts
Tentpole promotions are golden opportunities—but only if you approach them with precision. At Revel Horizon, we help brands cut through the noise, optimize their strategies, and turn high-intent moments into high-performance campaigns.
Need help crafting your next high-converting promo? Let’s talk.