Does showing the price earlier on the product page lift conversion?
The product page only showed the price inside the variant dropdown. We tested showing it on the page, in 3 placements. With the price above the delivery date, conversion was up 1.6%, but revenue per visitor fell 27.5% over 14 days.
Lost Responsive 14 days Called at 90%
The hypothesis
By showing the price on the product page and placing it before the delivery date, we will make the cost clear sooner, resulting in more add to cart clicks and orders.
A previous test changed the price display and the pay later message at the same time. It was not conclusive, and we could not tell which change mattered.
Before this test, shoppers only saw the price inside the variant dropdown. This test isolated the price. We also wanted to see if moving the pay later message next to the price changed how shoppers read the cost.
What we changed
We showed the price on the page, not just in the variant dropdown.
Variation A showed the price on the page, outside the variant dropdown. Variation B also moved the price above the delivery date. Variation C made the same changes as Variation B and moved the pay later message to just after the price, instead of before the quantity selector.
- Price shown outside the variant dropdown
- Price shown on the product page
- Price moved above the delivery date
- Same changes as Variation B
- Pay later message moved after the price
- Was before the quantity selector
The result
Variation B lifted conversion 1.6% but cut revenue per visitor 27.5%.
Variation B, with the price above the delivery date, held conversion about even while revenue per visitor fell 27.5%, so average order value dropped too, by about 29%. About as many shoppers bought, and they spent much less.
The test ran on half of the traffic, and traffic was low. We paused it after 14 days.
What we took from it
Seeing the price sooner led shoppers to smaller orders.
Conversion barely moved, but order value fell sharply. With the price in view earlier, shoppers may have chosen smaller or lower cost options before they committed. Traffic was low, so the size of the drop is less certain than its direction.