A test was conducted to display discounted prices in a smaller font than original prices. This change aimed to improve the perception of deals and increase conversions.
Enhanced Discount Price Styling
Goal
Conversion rate
Result
+3.0% Conversion rate
Category
Product Page (PDP)
Outcome
Winner
Before
After
If the discounted price is displayed in a smaller font than the original price, then users will perceive the deal as better and the conversion rate for sale items will increase because smaller text size makes the price psychologically feel lower.
What We Changed
- Displayed discounted prices in smaller font size on product pages.
- Ensured visibility of "Compare At" prices in compliance with regional directives.
- Applied changes to both product detail pages (PDPs) and product cards.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+7.3%
Change in revenue per visitor
5.86%
Revenue change
+4.2%
Average order value
Key Learnings
- Smaller font for discounts increased the perceived value of deals.
- Improved revenue and conversion rates indicate better deal perception.
- Minor CTR improvement suggests increased interest in products.
- A decrease in add-to-cart rate may require further investigation.
Detailed results breakdown
Add-to-cart rate change
-5.0%
Average order value
+4.2%
Click-through rate change
+0.5%
Lift in conversion rate
+3.0%
Change in revenue per visitor
+7.3%
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