# Price call-outs and new images on category tiles: +9% revenue

- Outcome: Won
- Page type: Collection page (Ecommerce)
- Elements: Collection banners & headers, Pricing, discounts & savings display, Product images & gallery
- Test run by: [VWO](https://liftarchive.com/practitioners/vwo/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/kutts/
- Page: https://liftarchive.com/test/kutts-listing-category-price-callouts/

Adding 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.

## Result

**+9% revenue**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Category tile click rate
- Guardrail: Average order value
- Guardrail: 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.

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Credit: VWO ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/kutts-listing-category-price-callouts/).
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.