Talk to a humanOn product cards and product pages, the discounted price appeared in smaller type than the struck-through original. See how it affected orders and revenue.
Smaller Sale Prices on Product Cards Show an 8.7% Conversion Rate Lift
Goal
Conversion rate
Result
+8.7% Conversion rate
Category
Collection Page (PLP)
Outcome
Positive signal
Before
After
If the discounted price is shown in a smaller font than the original price, then the conversion rate for sale items will increase because smaller text makes the price feel lower.
What We Changed
- Restyled discounted prices so the sale price appears in smaller type than the original price.
- Applied the new styling to product cards on collection pages and to product pages.
- Based the design on research showing that smaller sale prices are judged to be lower.
The Results
How the new version compared with the original, across all devices.
+8.7%
Conversion rate
+10.0%
Revenue per visitor
+8.1%
Orders
Key Learnings
- Conversion rate rose 8.7% and revenue per visitor 10.0%, with a 90.2% probability that the variant beats the original.
- It didn't reach significance across 27,383 visitors, so treat it as a strong signal, not proof.
- Mobile drove the gain, with conversion rate up 9.9% and revenue per visitor up 13.6% on mobile.
- Add-to-cart rate fell 7.2%, so fewer shoppers added items, but more of those who did went on to buy.
Detailed results breakdown
Conversion rate
+8.7%
Revenue per visitor
+10.0%
Orders
+8.1%
Average order value
+1.2%
Add-to-cart rate
-7.2%
Free Trial
Start with 3 experiments.
Zero cost.
Get a taste of our service. We'll analyze your store, pinpoint low-hanging fruit, design, implement and test solutions to lift your conversion rate in 30 days.
Who qualifies?
30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
Our specialty - we don't work with other platforms.
Investing in paid traffic.
We work with stores committed to growth, not hobbyists.
Ready to invest in systematic CRO.
You understand testing takes time - no magic bullets.
Why free?
The best proof is results. Three real experiments show you exactly how we work and whether it drives revenue for your specific store. You keep everything - no strings attached.
Our bet
We're confident enough in our process to invest our time upfront. If the tests work, you'll see the value in continuing at $5,950/month. If not, you got free optimization work.
Limited spots
We take only 4 free trials monthly to maintain quality. Each trial gets our full attention and expertise. If you qualify, secure your spot before this month fills up.
Other experiments we've run
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
Homepage
Loss Prevented
Moving Shop by Category Below the Homepage Hero Cuts Conversion Rate 6.2%
The Shop by Category section moved up to sit directly under the homepage hero. Conversion fell, and testing showed the cost.
-6.2% Conversion rate