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Two product variation offers displayed: variation a and b, each with original price of $49, discounted to $34.30. variation a highlights a 30% saving, while variation b shows a saving of $14.70. both have "add to cart" buttons.

On a product page, which variation created more clicks to add-to-cart?

The results: Variation A with a percentage saved. Clicks on Add to Cart had a lift of 12.5% @ 92% statistical confidence.

This is called price anchoring. Every eCommerce store owner must understand this concept because it sets the stage for the value of a product in the shopper’s mind. Price anchoring is defined as taking a lower price and juxtaposing it against a higher price, making the lower price item seem like a better deal in the customer’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 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 small 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.

Greg Ahern