A/B test with 20.24% revenue lift

The pricing psychology I used to increase revenue by 20.24%. Implement them on your own site in under 2 minutes.

It's been a while! I've been busy building. Watch out for my CRO collab with Oddit. We're lunching the ultimate guide to designing online stores that sells. Coming out soon 👀

In the meantime, here's an A/B test I just finished:

I moved the reviews next to the price to create a price anchor. Ever noticed how a tall guy looks small next to an even taller guy? It's the same. Placing a high number near a price makes the price feel smaller. Unconsciously, we evaluate it relative to the larger number.

Note: The anchor probably doesn't work for the product in the screenshot because of its more expensive price. But the rest of the store's catalog should win from this.

I also moved the discounted price below the regular price. It makes it easier for visitors to subtract the two. Because of this, the discount feels bigger than if it's an "arbitrary" discount they can't calculate. 

I made the regular price bolder and larger in size, and the sale price smaller and thinner. Because the regular price is visually bigger than the sale price, the difference between them feels bigger. Consequently, the saving also feels bigger.

Finally, I also made the discounted price red. This makes sure that visitors notice the discount. It creates attention. But it also makes the sale price look even more different than the regular price. It creates contrast which, again, makes the discount feel bigger. 

In the end, these changes increased this store's conversion rate by 19.66%, AOV by 0.47%, and revenue/session by 20.24%.

Psychology is crazy, right?

What's next? We should probably test stating the savings explicitly. Then visitors don't have to calculate the discount themselves. I also plan to test removing the image carousel on mobile to save vertical space. I'm not sure it brings enough value on mobile to justify the space.