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@Rubendgrf
@CROguy_
@joshtCRO
@stoykovallex1Why pricing display matters on the product page
The product page is where shoppers first weigh the price against the product. They don't just read the number. They read how big the saving is, whether it feels real, and whether it fits what they expected to pay. Most wins here changed how the price was shown, not the price itself.
Measured results
Naming and framing the saving
Dave Diederen ran the largest set of tests. Putting a sale name inside the badge won twice: 'Summer Sale - Save 50%' (+11.12% conversion rate) and a 'Fall Sale' callout inside the savings badge (+12.94% conversion rate). A 'You're saving $X on this order' line on the bundle selector added +11.26% conversion rate.
@DaveDiederen@DaveDiederen@DaveDiederen@DaveDiederen@DaveDiederen@DaveDiederenPercent or dollars
Dave Diederen tested this both ways. Showing savings as a percentage won with +7.55% conversion rate. Showing a dollar amount on savings over $100 was net negative: -1.08% conversion rate, with no change in revenue per visitor.
Where the price sits
Moving price and compare-at savings directly below the title added +7.39% conversion rate. Dave Diederen reports that price below the title won about 90% of the time across 20+ brands, with +3.13% conversion rate in the example shown.
Bundles, subscriptions and price cuts
Oliver Kenyon's 3-pack bundle with Save 20% above Add to Cart added $52,820/month. Dave Diederen's 20% off subscribe-and-save checkbox reached $346K MRR and 7,509 active subscriptions in 30 days. A bundle selector with per-day pricing lowered conversion rate 5.22% but raised revenue per visitor 9.45% and AOV 15.48%.
Real price cuts worked too. Elevate A/B Testing cut the price by 30% and conversion rate doubled. Oliver Kenyon charged $82 with no gift instead of $85 with a gift: +46% conversion rate and +$43k/month. Ruben's one-click 10% extra discount banner above the ATC added +28% revenue per visitor over 32k visitors.
Losing or flat tests
- Milos's 'Buy 2 Get 1 Free' at the same price: -51.36% conversion rate, -52.38% revenue per visitor, about -$104,679/month. Same price, but shoppers read it as a worse deal.
- Dave Diederen put the price in the Add to Cart button: -1.98% conversion rate. Putting the saving in the button won, so what you show in the button matters.
- Ruben added a countdown timer on several brands: about +10% on a low-priced brand, flat on a high-priced one and -9% on another.
- The dollar-savings test above was slightly negative.
Untested ideas
There are 78 ideas, mostly from Kasper Dolk and Dave Diederen. The common themes are price anchoring (most expensive option first, a 'Best Value' middle tier), showing price per day or per serving, explaining why a low price is possible, and testing $ off against % off on your own store.
Patterns that won
- Give the discount a name and a reason.
- Show the saving in the badge, the bundle line or the button, not just the price.
- Put price and compare-at price right under the title.
- Be careful when reframing an offer. The same deal worded differently can lose half its revenue.
Related tests elsewhere
Currency display is also covered under payment tests: Dave Diederen's currency codes next to prices added +5.49% conversion rate.