Price Variation | Which Test Won

The results:

Variation A, with a percentage saved, was the winner. Clicks on Add to Cart had a lift of 12.5% @ 92% statistical confidence.

This is called price anchoring. Every e-commerce store owner must understand this concept because it sets the stage for the value of a product in the shopper’s mind. “This value is $49, but today you can get it for X!” This test has to do with how to show the amount off. The general rule of thumb is that if a product is over $100 US dollars, then use $ off. If it’s under, then use % off.

If you look at this in extremes, it makes sense. For example, a $10 product that is 25% off sounds like a bigger savings than $2.50. A $500 product that is 25% off sounds like a smaller savings than $125.

With all tests, you must test this on your site before implementing it. A test result from one site does not indicate it will be the same on another site due to many factors.