# Bigger, bold sale price on product page: +36.5% add-to-cart clicks

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Pricing, discounts & savings display
- Test run by: [Fruition](https://liftarchive.com/practitioners/fruition/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/royal-discount/
- Page: https://liftarchive.com/test/royal-discount-bigger-bold-sale-price/

Making 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.

## Result

**+36.5% add-to-cart clicks**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: 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.

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Credit: Fruition ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/royal-discount-bigger-bold-sale-price/).
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.