# Percent-off savings next to prices: +2.57% conversion rate

- Outcome: Won
- 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-varied-discounts/

Showing the percent saved next to was and now prices lifted conversion rate by 2.57% and revenue per visitor by 2.54% for a high-traffic apparel retailer. GrowthRock ran this A/B test on listing and product pages and published it on its blog. An earlier version of the same test showed no difference, because every product then had the same 30% discount.

## Result

**+2.57% conversion rate**

- Conversion rate: +2.57% at 99% significance, across 700,000 visitors and 18,000 conversions.
- Revenue per visitor: +2.54% at 95% significance, so the lift did not come from shoppers picking cheaper items.
- Mobile: +3.61% conversion rate at 99% significance, the strongest segment.
- Desktop: +2.22% at only 89% significance, so treat the desktop lift as unproven.
- Earlier test with a uniform 30% discount on all products: conversion rates in all three versions were within 0.3% of each other, a flat result.

## Control

Listing and product pages showed a was price and a now price, with no savings percentage. Discounts varied from product to product during the test.

## Variant

A savings percentage was added next to the two prices on both listing and product pages.

## Why it likely won (our reading)

- When discounts differ, a percentage makes the deepest deals easy to spot without doing mental maths across a full listing page.
- When every product shows the same percentage, it carries no new information, so shoppers likely skipped over it.
- Mobile screens make comparing two prices harder, which may explain the bigger mobile lift.

## Caveats

This was a follow-up to an earlier flat test that ran with the same 30% discount on every product. The test date was not shared, and the desktop result did not reach 95% significance.

## How to run this test

- Hypothesis: If we show the percent saved next to was and now prices while discounts vary across products, then more visitors will buy because the best deals stand out at a glance.
- Primary metric: Conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Average order value
- Guardrail: Product listing click-through rate
- Who should test it: Stores that show was and now prices and run discounts of different sizes across products, such as apparel and department-style retailers. It probably won't help if every product carries the same discount, as this store's first test showed.

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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-varied-discounts/).
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.