# Price removed from buy-now step: +16.1% purchases

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Pricing, discounts & savings display, Add-to-cart & CTA buttons
- Date shared: 2015-07
- Test run by: [Conversion Fanatics](https://liftarchive.com/practitioners/conversion-fanatics/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionfanatics.com/can-removing-price-from-your-landing-page-increase-conversions/
- Page: https://liftarchive.com/test/cf-device-buy-now-page-hide-price/

Removing the price from the buy-now step, so shoppers first saw it in the cart, lifted purchases by 16.1%. Conversion Fanatics ran this test for a seller of a new-category consumer device with a 30-day trial. Clicks to the cart rose 265.1%, but many of those extra visitors left at the cart.

## Result

**+16.1% purchases**

- Purchases: up 16.1%.
- Click-through to the cart: up 265.1%. Many more shoppers moved forward, likely to find out the price.
- Cart abandonment rose. Most of the extra cart visitors did not buy, so the gain at the cart was much smaller than the gain in clicks.

## Control

After customizing the device, shoppers reached a buy-now step that showed the price above the call-to-action button.

## Variant

The same step with the price removed. Shoppers saw the price for the first time in the cart.

## Why it likely won (our reading)

- Shoppers had already made several small commitments by customizing the device, so moving ahead to see the price was an easy next step.
- Seeing the price in the cart, after the commitment of adding the item, may have made it feel less like a barrier for some buyers.
- Curiosity drove many clicks, but people who balked at the price still left, which explains the higher abandonment.

## Caveats

No sample size, duration or confidence level was shared, and cart abandonment rose. Hiding prices may not suit every market. Data is from 2015.

## How to run this test

- Hypothesis: If we move the price from the buy-now step to the cart, then more shoppers will purchase because they reach the cart after more commitment before judging the price.
- Primary metric: Purchases
- Guardrail: Cart abandonment rate
- Guardrail: Refund and trial return rate
- Guardrail: Customer complaints about pricing
- Who should test it: Sellers of a single, considered product with a guided flow and a trial or guarantee. It probably won't suit stores where shoppers compare prices across many items, and it may annoy shoppers if the price feels hidden.

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Credit: Conversion Fanatics ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cf-device-buy-now-page-hide-price/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.