'Save X% per oz' labels on larger sizes: +41% conversion rate
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding dynamic 'Save X% per oz' labels to the 2 lb and 5 lb bag options lifted conversion rate by 41% and revenue per visitor by 26% for Stone Creek Coffee.
Blend Commerce ran the test on one product page, and it reached statistical significance. Average order value fell 10%.
- Conversion rate: +41%, the primary metric. Statistically significant.
- Revenue per visitor: +26%, and add-to-cart rate: +9%.
- Subscription orders per visitor: +117%, and subscription revenue per visitor: +50%.
- Average order value: -10%, a negative result. More subscription orders, which are smaller per order, likely pulled it down.
- A third version that also tagged the 5 lb bag 'Most popular!' improved the same metrics, but by less.
The change
Live 'Save X% per oz' labels added to the 2 lb and 5 lb sizes
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Picking a bag size on the Cream City Blend page updated the price, but did not say how much a larger bag saved.
Variant
The 2 lb and 5 lb options showed 'Save X% per oz' labels. The saving and price updated as shoppers changed size or switched between one-time and subscription.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Shoppers no longer had to work out the per-ounce maths themselves.
- Seeing a saving at the point of choice makes the decision feel like good value.
- Labels that update with purchase type make the subscription saving clear too, which fits the jump in subscription orders.
- The extra popularity badge did not add more, which suggests the clear saving did most of the work.
Caveats: This was a single product page in an A/B/C test, and sample size and duration were not shared. Average order value fell 10%, so watch basket size.
Who ran it
Blend Commerce ran this test for Stone Creek Coffee 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 a live per-unit saving on larger sizes, then more visitors will buy because they can see the value of each option without doing the maths.
- Primary metric
- Conversion rate
- Guardrails
- Average order value
- Revenue per visitor
- Share of orders by size
- Who should test it
- Stores selling consumables in several sizes, such as coffee, supplements or pet food, where bigger packs cost less per unit. If your sizes are priced evenly per unit, there is no saving to show.
Questions
Should I show per-unit savings on bigger pack sizes?
For Stone Creek Coffee it raised conversion rate 41% on one product.
It is worth testing anywhere larger sizes are cheaper per unit.
Why did average order value go down?
Subscription orders more than doubled, and they carry a lower value per order. Revenue per visitor still rose 26%.
Does a 'Most popular' badge help on top of savings labels?
In this test it also beat the original but gained less than savings labels alone.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon