# Showing a Visible No Thanks Option on an Offer A/B Test

Page: https://alidemirbas.com.tr/en/lab/ab-test-library/tests/showing-a-visible-no-thanks-option-on-an-offer-ab-test

## Hypothesis

If an optional offer has a clear “Not now” option beside it, users may decide without feeling pressured and stay open to coming back to the offer later. That could lower acceptance on the first display yet raise the total offer acceptance rate when both arms are measured across an equal follow-up window.

## When to run this test

Session recordings of users hunting for a way to close an optional offer, offer-related complaints, or exits right after it appears suggest users are unsure how to get past it. If the idea is right, first-display acceptance may drop, but users who see they are in control accept the offer more often on later visits. Keep the option readable and clearly visible, and do not re-show the offer to someone who declined in the same session. If users find the offer irrelevant, check who sees it first; never test making decline harder for legally required consent such as marketing permission or cookies.

## Primary metric

**Total offer acceptance rate**: Count acceptances among all eligible assigned users over a predefined period; do not count repeat acceptances twice.

## Other metrics

- **First-impression acceptance rate**: Measure acceptance on the first offer display.
- **Repeat visit rate**: Compare all assigned users over the same follow-up period; do not select only those who declined.
- **Offer-related complaints**: Track complaints about the visibility of the decline option or repeated offers.
- **Withdrawal rate**: If withdrawal is possible for this offer, compare later withdrawals over the same period.

## What to check before and during the test

- **Decline option**: Add a visible “Not now” option to the optional offer, which already has an exit.
- **Keep constant**: Keep the offer, acceptance action, eligibility and existing exit behavior unchanged.
- **Follow-up**: Use the same observation period and repeat-offer policy in both arms.
- **Audience**: Review new and existing users separately.
- **Separate tests**: Test decline wording and repeat-display timing separately.

## What to watch when reading the result

- Base the decision on total offer acceptance across an equal follow-up period for both arms, and do not stop the test early because first-display acceptance falls; the hypothesis expects some acceptance to shift later. Even if total acceptance rises, more offer-related complaints or a higher withdrawal rate mean you should not make the variant permanent.
- Compare the repeat visit rate across all assigned users over the same observation period, not only among those who declined. Review new and existing users separately; the result applies to this offer and this repeat-offer policy, so test again before using it on other offers.
- An unclear gap in total acceptance may simply mean acceptances after the first display have not built up yet. Do not read the result before the observation period ends or change that period mid-test. Before launch, use the [sample size calculator](https://alidemirbas.com.tr/en/calculators/sample-size-calculator) with your current total offer acceptance rate to find the users needed per arm, then plan the time to reach that number plus the observation period.

## Frequently Asked Questions

### Should lower immediate acceptance stop the test?

Not automatically. Use total acceptance over the predefined follow-up window as the primary outcome. Include all assigned eligible users and avoid double-counting later acceptances.

### Why not measure repeat visits only among people who decline?

Decliners are selected by the treatment. Compare repeat visits across assigned users using the same observation window and re-offer policy.

### How should the decline option be designed?

Make it readable and usable. Respect dismissal rather than repeating the offer in the same session. Do not test obstructing legally required rejection choices.