Protalus is one of the fastest-growing footwear companies in the world. They make an insole that corrects the misalignment that about 85% of the population suffers from. On the main sales landing page, there is an offer for $30 off on the second pair of insoles, as well as free expedited shipping for both. Analytics revealed that about 30% of their customers were taking the offer. The hypothesis was that presenting the offer again for those users who didn’t take it right after their purchased (before the “Thank You” page) would have a positive impact on sales.