Price call-outs and new images on category tiles: +9% revenue
Commentary byLiftArchiveOur analysis, not theirsAdding a pricing call-out and a new image style to the top category tiles on listing pages lifted revenue by 9% and conversion rate by about 6%.
Wingify Services, the testing vendor's in-house team, ran this A/B test for Kutts, a Swedish men's grooming store, and it was published as a VWO case study.
Two changes shipped together, so the lift can't be credited to the price call-out alone.
- Ecommerce conversion rate: about +6%.
- Revenue: +9%, and transactions: +9%.
- Average order value: +0.5%, which is close to flat.
- Statistical significance and sample size were not shared.
The change
Top category tiles gain a price call-out and a new image style.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Listing pages opened with a row of top category tiles that few visitors clicked.
Variant
Each category tile got a call-out with pricing information, and the image style and type across the tiles was changed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Seeing prices on a category tile gives shoppers a reason to click and sets expectations before they browse.
- A fresher, more consistent image style may have made the tiles look clickable instead of decorative.
- Almost all of the revenue gain came from more orders, not bigger ones, since order value barely moved.
- Because price and images changed together, either one could be doing most of the work.
Caveats: Two changes were bundled, the price call-out and the image style. Results were read from Google Analytics data, and no significance or sample size was given.
Who ran it
VWO ran this test for Kutts and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on VWO →
How to run this test on your store
- Hypothesis
- If we add a starting price or price call-out to the category tiles on listing pages, then more shoppers will click through and buy because they can see value before they browse.
- Primary metric
- Ecommerce conversion rate
- Guardrails
- Category tile click rate
- Average order value
- Revenue per visitor
- Who should test it
- Stores with listing pages that open with category tiles that get few clicks, and with prices that are a selling point. Test price and images separately if you want to know which one works. It may not help premium brands that don't lead on price.
Questions
Should category tiles show prices?
It is worth testing when price is part of your pitch.
Here, adding price call-outs together with new images lifted revenue by 9%.
How do I know whether the price or the image made the difference?
You can't from a bundled test like this one.
Run a follow-up that changes only one of them.
What price should a category call-out show?
A clear starting price or a typical price range is common.
Keep it honest so shoppers aren't let down when they click through.
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