# 'You Save #%' next to prices: no change in conversion

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: Pricing, discounts & savings display
- Test run by: [GrowthRock](https://liftarchive.com/practitioners/growthrock/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://growthrock.co/ecommerce-pricing-ab-test-adding-savings-percent-can-increase-conversion-rate/
- Page: https://liftarchive.com/test/growthrock-apparel-savings-percent-uniform-discount/

Adding 'You Save #%' next to was and now prices made no difference to conversion rate for a high-traffic apparel retailer. GrowthRock ran this A/B/C test in Optimizely, with two colour versions of the badge and 280,000 visitors per version over two weeks. All three versions converted within 0.3% of each other.

## Result

**no change in conversion**

- Conversion rate to completed order: all three versions within 0.3% of each other. This is a flat result.
- Neither colour of the savings label made a difference.
- The sample was large, at 280,000 visitors per version, so the lack of effect is unlikely to be down to low traffic.

## Control

Listing and product pages showed a was price and a now price.

## Variant

A 'You Save #%' label appeared next to the prices on listing and product pages, in one of two colours.

## Why it likely came out this way (our reading)

- Nearly every product had the same 30% discount, so the percentage told shoppers nothing new.
- When every item shows the same number, it stops drawing attention to any one product.
- A later test by the agency, run when discounts varied by product, showed a 2.57% conversion lift. That suggests the label helps when it helps shoppers compare.

## Caveats

Almost all products carried the same 30% discount during the test, which likely explains the flat result. The test date was not shared.

## How to run this test

- Hypothesis: If we show the savings percent next to was and now prices, then more visitors will buy because they can see the best deals at a glance.
- Primary metric: Conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Average order value
- Guardrail: Margin per order
- Who should test it: Stores with was and now prices where discounts differ from product to product. If every product has the same discount, expect little change.

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Credit: GrowthRock ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/growthrock-apparel-savings-percent-uniform-discount/).
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.