"Fall Sale" label in the savings badge: +12.94% conversion rate
Adding a named sale label such as "Fall Sale" inside the existing savings badge lifted conversion rate by 12.94% and revenue per visitor by 11.48%. Dave Diederen kept the discount and prices exactly the same. Only the way the offer was framed changed.
- Conversion rate: +12.94% (2.93% to 3.31%). Clearly more visitors bought.
- Revenue per visitor: +11.48% ($1.35 to $1.51), with a 93.1% probability of beating control and an estimated $32,528 extra per month.
- Profit per visitor: +11.23% ($1.02 to $1.13). The gain held after costs, since the discount didn't change.
- Average order value: -1.29% ($46.02 to $45.42). A slight dip, small next to the conversion gain.
The change
The savings badge gains a "Fall Sale" label; the discount is unchanged.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page showed the sale price, the crossed-out original price and a badge reading "41% OFF".
Variant
The same badge with a small "FALL SALE" tag added inside it, next to "41% OFF". No bigger discount and no extra incentive.
Why it likely won
Our reading of the result, not the practitioner's claim.
- a bare percentage can look like a permanent markdown, while a named sale gives the discount a reason.
- a seasonal name hints that the offer will end, which nudges people to buy now.
- the change sat in the badge shoppers already look at, so it added meaning without adding clutter.
Caveats: Sample size and test length were not shared, and the 93.1% probability is a little under the usual 95% bar. The revenue confidence range still dips below zero.
Who ran it
Dave Diederen (@DaveDiederen) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we add a named sale label to our existing discount badge, then more visitors will buy because the saving feels like a real, time-bound event.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- Profit per visitor
- Conversion after the sale ends
- Who should test it
- Stores already running a discount that is shown only as a percentage. Don't use it without a real sale behind the name, and it won't apply to full-price stores.
Questions
Does naming a sale increase conversions?
In this test it did. Adding "Fall Sale" to the badge raised conversion rate by 12.94% with the same discount.
Is a percentage-off badge enough on product pages?
It may not be. A number alone can be easy to skim past, and here giving it a name made it work harder.
Will a sale label lower profit?
Not here. The discount stayed the same, and profit per visitor rose 11.23%.
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