Price on the Add to Cart button: -2.03% revenue per visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsDave Diederen added the product price to the Add to Cart button, and revenue per visitor fell 2.03%. Conversion rate dropped 1.98% and order value did not change. After more than 2,000 orders, the original button stayed.
- Conversion rate: 1.44% to 1.41% (-1.98%). Slightly fewer visitors bought.
- Revenue per visitor: $1.45 to $1.42 (-2.03%). Estimated at about -$17,405 a month by the testing tool.
- Profit per visitor: $1.03 to $1.01 (-1.75%). The confidence range ran from -13% to +11%, so this is close to flat.
- Average order value: no change ($100.81 vs $100.75).
The change
Price added inside the Add to Cart button label
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The standard Add to Cart button without the price on it.
Variant
The same button with the product price added to its label.
Why it likely lost
Our reading of the result, not the practitioner's claim.
- repeating the price at the click point may remind shoppers of the cost right when they decide.
- the price was likely already visible nearby, so adding it to the button gave no new information.
- a longer button label can be a little harder to read at a glance.
Caveats: All the confidence ranges cross zero, so the honest reading is no meaningful gain and a possible small loss. Test length was not shown, and this was one Shopify brand; Dave Diederen notes they have seen it win elsewhere.
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 the price to the Add to Cart button, then conversion rate will rise because shoppers confirm the cost without looking away from the button.
- Primary metric
- Revenue per visitor
- Guardrails
- Add-to-cart rate
- Average order value
- Who should test it
- Stores where the price sits far from the button, such as long pages or sticky mobile bars. If price is already right above the button, expect little or no gain, as here.
Questions
Should you put the price on the Add to Cart button?
In this test it lowered revenue per visitor by 2.03% over 2,000+ orders. Results vary by store, so test it rather than assume it helps.
Does showing price on the button change average order value?
No. AOV stayed at about $100.80 in both groups here.
Is a 2% drop a real loss?
The confidence ranges here crossed zero, so it may be flat. Either way, the change did not earn its place.
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