Talk to a humanOn product pages and product cards, the discounted price was set in smaller type than the struck-through original. See how this pricing idea performed over 33 days.
Smaller Sale Prices on Product Pages Show a 3.0% Conversion Rate Lift
Goal
Conversion rate
Result
+3.0% Conversion rate
Category
Product Page (PDP)
Outcome
Positive signal
Before
After
If the discounted price is shown in a smaller font than the original price, then conversion rate on sale items will increase because smaller text makes the price feel lower.
What We Changed
- Showed the discounted price in a smaller font than the original price.
- Applied the new price styling to product pages and product cards.
- Kept the original price struck through next to the sale price.
The Results
How the new version compared with the original, across all devices.
+3.0%
Conversion rate
+7.3%
Revenue per visitor
+4.2%
Average order value
Key Learnings
- Conversion rate rose 3.0% and revenue per visitor 7.3%, helped by a 4.2% rise in average order value.
- On conversion rate, the variant had a 68.2% probability of beating the original. That's a modest signal, not proof.
- Desktop moved most, with revenue per visitor up 20.1% on 4,512 desktop visitors.
- Add-to-cart rate fell 5.0%, so the new price styling didn't bring more shoppers into the cart.
Detailed results breakdown
Conversion rate
+3.0%
Revenue per visitor
+7.3%
Average order value
+4.2%
Orders
+1.6%
Add-to-cart rate
-5.0%
Free Trial
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30,000+ Monthly sessions.
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Running on Shopify or Shopify Plus.
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Our bet
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Other experiments we've run
Homepage
Positive signal
A Redesigned Shop by Category Block Shows a 2.2% Add-to-Cart Rate Lift
The homepage "Shop by Category" block got a new layout, spacing and card styling on mobile and desktop. See how 38,490 visitors responded.
+2.2% Add-to-cart rate
Homepage
Positive signal
Best Sellers Below the Homepage Hero Show a 16.9% Conversion Rate Lift
The best-selling category moved to the first spot below the homepage hero, with other categories ranked by performance. See how it changed conversions.
+16.9% Conversion rate
Product Page (PDP)
Inconclusive
A Prominent Free Shipping Threshold on Product Pages Makes No Clear Difference to Conversion Rate
Product pages showed the free shipping threshold prominently, close to the add-to-cart button. Conversion rate held steady, but order value moved.
+0.3% Conversion rate