Show the calculated sale price, not '25% off': +$102K/month
Test run byConvertiblesCRO agency
Commentary byLiftArchiveOur analysis, not theirsShowing the calculated sale price instead of a percentage discount added $102,350 a month in revenue for an 8-figure luxury pajama brand during Black Friday and Cyber Monday.
Convertibles ran this A/B test in Intelligems. The change applied on both product and collection pages.
- Monthly revenue: +$102,350, the only figure shared.
- Conversion rate, order value and sample size were not reported.
The change
The percentage-off line becomes a struck-through price and the final price.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product and collection pages showed the regular $198 price with '25% off with code CHEER' in red beneath it.
Variant
The $198 price was struck through, with '$148.50 with code CHEER' shown in red on both product and collection pages.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A real price is easier to judge than a percentage. Shoppers no longer had to work out 25% of $198.
- The struck-through $198 next to $148.50 makes the saving visible at a glance.
- During BFCM, shoppers compare deals fast, so a ready-made number is easier to compare.
Caveats: Only a monthly revenue figure was shared, with no sample size, duration or confidence. The test ran during BFCM, so results may differ outside a major sale.
Who ran it
Convertibles ran this test for an 8-figure luxury pajama brand and published the results (Convertibles case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Convertibles →
How to run this test on your store
- Hypothesis
- If we show the calculated sale price with the original struck through, instead of a percentage off, then revenue per visitor will rise because shoppers see exactly what they'll pay.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Average order value
- Discount code use rate
- Who should test it
- Stores running code-based or percentage promotions on higher-priced items, where the saving in money is large. On cheap items with small discounts, the difference is likely to be minor.
Questions
Is it better to show a percentage off or the sale price?
In this test, showing the final sale price beat '25% off' by $102,350 a month. A concrete price spares shoppers the maths.
How do I show a sale price when a code is required?
Show the final price with the code next to it, as in '$148.50 with code CHEER'.
Keep the code visible so the checkout price matches.
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