# Full-width % off banner on sale items: +19% purchase conversion

- Outcome: Won
- Page type: Collection page (Ecommerce)
- Elements: Bestseller badges & product labels, Pricing, discounts & savings display
- Test run by: [Swanky](https://liftarchive.com/practitioners/swanky/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.convert.com/case-studies/swanky-agency/
- Page: https://liftarchive.com/test/swanky-shoe-retailer-full-width-sale-banner/

Showing the discount as a full-width percentage banner on sale items in the mobile collection page lifted purchase conversion by 19% and revenue per user by 26%. Swanky ran this test for a fast-fashion shoe retailer on Shopify Plus, and it was published as a Convert.com case study. The retailer wanted to sell stock earlier, before it needed deep markdowns.

## Result

**+19% purchase conversion**

- Purchase conversion rate: +19% for the full-width banner, at over 95% confidence.
- Revenue per user: +26%, at over 98% confidence. Shoppers bought earlier, before items reached deeper discounts.
- Product page visits: both variants, banner and corner badge, raised them about 5% over the control.
- The corner badge variant's purchase result was not reported, so we can't say how it did on sales.

## Control

On the mobile collection page, sale items carried a 'sale' icon and showed both the old and new price.

## Variant

Each sale item had a full-width banner across the product image showing the percentage off, in a larger, easier-to-read font. A second variant used a smaller corner badge with the percentage.

## Why it likely won (our reading)

- A percentage saves shoppers the mental math of comparing two prices.
- On a small screen, a full-width banner in a large font is much easier to notice than a small corner icon.
- Shoppers who see the saving clearly may buy sooner, so less stock is left for the bigger markdowns later.

## Caveats

The test ran for 12 days on about 5,000 visitors split three ways, and 54% of visitors were new, many from paid search. The source is a testing-tool vendor's case study and is several years old.

## How to run this test

- Hypothesis: If we show the discount as a large percentage banner on sale items in mobile collection pages, then more shoppers will buy because the saving is obvious at a glance.
- Primary metric: Purchase conversion rate
- Guardrail: Revenue per user
- Guardrail: Average discount per order
- Guardrail: Full-price product sales
- Who should test it: Stores that run frequent sales or markdowns and get most traffic on mobile. It may not suit premium brands that avoid loud discount messaging, or stores whose discounts are too small for a percentage to impress.

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Credit: Swanky ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/swanky-shoe-retailer-full-width-sale-banner/).
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.