# Price comparison box below Add to Basket: +10.67% conversion rate

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: Comparison charts & tables, Pricing, discounts & savings display
- Test run by: [Paperstone](https://liftarchive.com/practitioners/paperstone/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/paperstone/
- Page: https://liftarchive.com/test/paperstone-price-comparison-box-below-basket/

A 'Price Comparison' box below the Add to Basket button showed a 10.67% higher conversion rate, but add-to-basket clicks were inconclusive, so we treat the test as inconclusive overall. Paperstone, a UK office supplies retailer, ran this test itself; the write-up came from George Harris, its Director of eCommerce, and was published as a VWO case study. It was a retest after a first version that put competitor prices above the button and leaned negative.

## Result

**+10.67% conversion rate**

- Conversion rate: +10.67%, which the source reports at 95% confidence.
- Add to basket clicks: inconclusive, with no clear difference. This was one of the two goals the team set.
- Over 12,100 unique visitors, split 50/50.
- We list the test as inconclusive: the two goals disagreed, and the sales gain sits right at the edge of the usual confidence bar.

## Control

Product pages showed only Paperstone's own price, with nothing comparing it to other sellers.

## Variant

A formal-looking box titled 'Price Comparison' sat below the Add to Basket button. It showed Paperstone's price next to competitors' prices and highlighted the saving.

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

- Moving the comparison below the button kept Add to Basket in its usual spot, which fixed a likely problem from the first test.
- Showing the saving next to Paperstone's own price made the benefit quick to read.
- The plainer, formal design may have avoided the banner blindness the team suspected in the first version.
- Three things changed at once, so it's hard to say which one mattered.

## Caveats

Only visitors to the 5,000 product pages with competitor data were included, and the variant changed position, layout and styling together. Add-to-basket was inconclusive and test length was not shared, so we count the result as inconclusive.

## How to run this test

- Hypothesis: If we show a clear price comparison below the Add to Basket button, then more visitors will buy because they can see the saving without leaving the page.
- Primary metric: Order conversion rate on pages with competitor data
- Guardrail: Add-to-basket rate
- Guardrail: Exit rate from product pages
- Guardrail: Gross margin per order
- Who should test it: Price-led retailers with accurate, regularly updated competitor prices on a large share of products. If you are not clearly cheaper, or the data goes stale fast, a comparison can backfire.

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Credit: Paperstone ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/paperstone-price-comparison-box-below-basket/).
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.