Is it better to use percentage-based or fixed-amount discounts?

As a Shopify store owner in the fashion accessories space, I've been wrestling with the most effective discount strategy for months. Every time I run a promotion, I feel like I'm playing a guessing game—percentage or fixed amount? My conversion rates fluctuate wildly, and I'm never quite sure which approach truly motivates my customers. When I use a flat $10 off, some customers seem excited, while others, especially for higher-priced items, barely bat an eye. Percentage discounts seem more dynamic, but they can get complicated quickly. I've watched my competitors experiment with different approaches, and it's clear there's no one-size-fits-all solution. My average order value hovers around $75, so the discount strategy becomes crucial. I need a method that not only attracts customers but also encourages them to add more items to their cart. The psychological impact of a discount is real—I want to trigger that 'I'm getting a great deal' feeling without unnecessarily cutting into my margins. More importantly, I want a strategy that feels personalized and creates genuine urgency, not just another generic coupon that gets lost in the noise.