Bigger, bold sale price on product page: +36.5% add-to-cart clicks
Commentary byLiftArchiveOur analysis, not theirsMaking the sale price bigger and bold lifted add-to-cart clicks by 36.54% and revenue by 10.21%.
Fruition ran this test for Royal Discount, a discount software retailer, and it was published as a VWO case study.
The revenue lift had not reached statistical significance when first reported.
- Add to Cart clicks: +36.54%, so many more visitors moved into the purchase funnel.
- Revenue: +10.21%. The source says this goal was not statistically significant at first, so treat it as directional.
- The gap between the two numbers suggests some of the extra cart adds did not turn into purchases.
The change
The variant shows the sale price bigger and bold; the crossed-out MSRP is unchanged.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The Microsoft Office 2013 product page showed the discounted sale price at 15px in regular weight, next to the crossed-out manufacturer's price (MSRP).
Variant
The sale price was enlarged to 20px and made bold. The crossed-out MSRP stayed the same.
Why it likely won
Our reading of the result, not the practitioner's claim.
- For a standard product like Microsoft Office, price is the main reason to buy from one store over another. Making it easier to see puts the key selling point up front.
- A larger, bolder number stands out from the rest of the text on the page.
- Next to the crossed-out MSRP, a bigger sale price makes the saving easier to notice.
Caveats: Tested on one product page over a little more than a month, with no sample size shared. The revenue lift had not reached statistical significance initially.
Who ran it
Fruition ran this test for Royal Discount 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 Fruition →
How to run this test on your store
- Hypothesis
- If we make the sale price larger and bold next to the original price, then more visitors will add to cart because the discount will be the first thing they notice.
- Primary metric
- Add to Cart click rate
- Guardrails
- Revenue per visitor
- Cart-to-purchase rate
- Who should test it
- Stores that compete on price for products people can buy anywhere, such as software, electronics or branded goods. It matters less when shoppers choose on design, fit or brand story rather than price.
Questions
Does making the price bigger increase conversions?
It did here, when the price was the store's main advantage.
If shoppers come for low prices, making the price easy to see helps.
It may not help if your price is not a selling point.
Should I show the original price crossed out?
Royal Discount already showed the crossed-out MSRP, and earlier tests had found it helped a little.
This test made the sale price next to it easier to see.
Why did add-to-cart rise more than revenue?
Not every cart add becomes an order. A design change can draw more clicks at the top of the funnel while the checkout stays the same, so revenue moves less.
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