Per-dose price moved next to the main price: +6.34% conversion
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsMoving per-dose pricing to a more prominent spot near the main price lifted conversion rate by 6.34% for a sports nutrition brand.
Blend Commerce ran this A/B test on product pages.
Autoship selections rose 2.75%, while revenue per visitor dipped 0.55%.
- Conversion rate: +6.34%.
- Autoship subscription selections: +2.75%.
- Add to bag clicks: +0.44%, a very small change.
- Revenue per visitor: -0.55%, a slight drop.
- Average products per visitor: -1.03%, so shoppers bought fewer items each.
The change
The per-dose price moves up next to the main price.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page showed per-dose or per-capsule pricing in a less prominent spot.
Variant
The per-dose price was moved to a more visible position, close to the main product price.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A per-dose cost makes value easy to judge without doing the maths, which may reduce hesitation.
- A small cost per dose can make a subscription feel easier to commit to.
- Subscribers often buy smaller orders more often, which could explain the slight dip in revenue per visitor.
Caveats: Revenue per visitor and products per visitor fell slightly. This was a follow-up to an earlier per-dose test with mixed results, and sample size, duration and significance were not shared.
Who ran it
Blend Commerce ran this test for a sports nutrition brand and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we show the per-dose price right next to the main price, then conversion will rise because shoppers can judge value at a glance.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Subscription take rate
- Items per order
- Who should test it
- Supplement, nutrition and other consumable brands that sell multi-dose packs, especially with subscriptions. It fits less well for one-off products where a per-unit price means little.
Questions
Should I show price per serving on product pages?
For consumables, it is worth testing. Here, a more visible per-dose price lifted conversion by 6.34%.
Can per-dose pricing lower revenue?
It can a little. In this test, revenue per visitor dipped 0.55% as more shoppers chose subscriptions and bought fewer items per order.
Does per-unit pricing help subscriptions?
It may. Autoship selections rose 2.75% when the per-dose cost was easier to see.
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