What counts as pricing and discounts
This collection covers how the price and savings are shown (placement, sale badges, percent vs dollar), the price level itself, shipping fees, and discount offers like one-click codes and multi-buy deals.
The win/loss record
27 wins, 3 losses and 1 test Dave Diederen called net negative. Several of the 27 were bundled with other changes, mainly Oliver Kenyon's redesigns.
Where pricing was tested
- Product page: 23 tests
- Collection page, site-wide: 2 tests each
- Navigation, cart, checkout, post-purchase: 1 test each
Biggest wins and their numbers
Show the price where shoppers look
Dave Diederen reports that showing the price directly below the title won in about 90% of tests across 20+ brands, with one example at +3.13% conversion rate and +5.17% revenue per visitor. Moving price and compare-at savings below the title gained +7.39% conversion rate.
Name the sale and spell out the savings
Dave added a "Fall Sale" callout inside the savings badge (+12.94% conversion rate) and "Summer Sale - Save 50%" (+11.12%). A "You're saving $X" line in the bundle selector gained +11.26% conversion rate, and savings inside the ATC button gained +14.41% revenue per visitor.
Percent vs dollar savings
Dave tested both directions. Percentage instead of dollars gained +7.55% conversion rate. On the same brand, dollars instead of percentage (savings over $100) was net negative at -1.08% conversion rate; Dave suspects it felt too good to be true.
Price and shipping levels
Elevate A/B Testing cut Ketonico's price by 30% and conversion rate doubled, because those buyers were unusually price sensitive. Oliver Kenyon dropped the price to $82 and removed a free gift for +46% conversion rate. Going the other way, Dave found a $9.49 shipping fee beat the control (+43.81% revenue per visitor) and raising shipping added +A$20,478/month.
Discount offers
Ruben's one-click 10% discount banner above the ATC gained +28% revenue per visitor over 32k visitors and 1,000+ orders in one week.
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@Rubendgrf
@CROguy_@DaveDiederenTests that lost
- Milos's "Buy 2 Get 1 Free" at the 2-pack price: -51.36% conversion rate and -52.38% revenue per visitor (-$104,679/month). Same price, more product, much worse result.
- Ruben's countdown timer across several brands: about +10% on a low-priced brand, flat on a high-priced one, -9% on another.
- Dave's price in the ATC button: -1.98% conversion rate after 2,000+ orders.
How to change pricing display on Shopify
Compare-at price, sale badges and price placement live in the theme's product template, and most themes let you move the price block in the theme editor. Named sale text and dynamic savings lines usually need a small Liquid edit or an app.
How to test it on your store
- Hypothesis: shoppers who can see the price and savings without effort convert more.
- Metric: revenue per visitor and profit per visitor. Price and shipping tests change margin, so conversion rate alone can mislead.
- Caution: a price cut that works for a price-sensitive brand can simply give margin away on another, as Elevate notes.