A/B Test

Display Price per Dose/Capsule

We’ve worked for this brand for a few years. When conducting previous user research, we observed that users make purchase decisions based on the unit price when purchasing a product. For example, a package priced at £28.99 may seem relatively expensive, while highlighting that a user is receiving 15 packs for £1.93 per pack may be more convincing.

Based on this data, we recommended testing this theory by displaying the price per sports nutrition dose, capsule, bar, package, or vitamin, depending on the product type. This way, the psychological impact of price will change purchasing behaviour, improve expected product use time (for example, one product lasts 30 days based on daily intake), and make customers make purchase decisions faster.

The Results

After two weeks, we discovered increased growth in conversion metrics, including the client’s subscription metrics, with a 5.81% increase in Subscription CTA Clicks. This led us to believe that because prices were displayed in an easier-to-digest manner, customers felt more comfortable subscribing long-term as they knew exactly what they’d be spending per day, and spent even less when subscribing.

  • 3.40%

    Increase in Conversion Rate

  • 17.76%

    Increase in Revenue per Visitor

  • 23%

    Increase in Clicks on Add to Cart CTA
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