Insight

Larger-Size Savings Were Hard to Compare

Stone Creek Coffee brought Blend a PDP merchandising idea inspired by another coffee brand: show the saving per ounce as shoppers compare bag sizes. On the existing Cream City Blend product page, selecting a size updated the product price, but the value of buying a larger bag was not expressed at the point of choice. That left shoppers to calculate the relative saving for themselves while also weighing one-time purchase and subscription options. Blend treated the request as a testable product-page question rather than a design assumption. Making the saving dynamic and visible could help shoppers understand value faster, while size-level labels could guide attention toward commercially important formats. The test would show whether clearer price context changed purchase behaviour for this product.

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A/B/C Test

Dynamic Savings Labels on the PDP

We ran an A/B/C test on Cream City Blend across all devices. The control kept the original size options. Variant 1 added dynamic “Save X% per oz” messaging to the 2 lb and 5 lb choices, updating the displayed price and saving when shoppers changed size or purchase type. We hypothesised that clearer value communication would increase conversion and revenue per visitor by helping shoppers compare options without doing the maths themselves.

Variant 2 used the same dynamic savings treatment and added a “Most popular!” badge to the 5 lb option. This isolated whether the popularity cue delivered more value than savings clarity alone.

The Results

Variant 1 was the stronger result and reached statistical significance. Compared with the control, conversion rate rose 41%, revenue per visitor 26%, subscription revenue per visitor 50%, subscription orders per visitor 117% and add-to-cart rate 9%. Variant 2 also improved each of those measures, but its gains in conversion rate and revenue per visitor were smaller.

Average order value fell 10% with Variant 1. Subscription orders nearly doubled and carried a lower per-order value than one-time purchases, so the change in purchase mix likely pulled average order value down even as revenue per visitor increased. The badges may also have kept shoppers on Cream City Blend instead of browsing higher-priced or multiple products, although the test cannot isolate that behaviour.

Stone Creek Coffee implemented Variant 1 permanently. A follow-up test could measure bag-size selection, separate subscription and one-time purchase journeys, and test the dynamic savings treatment across more PDPs.

  • 117%

    increase in subscription orders per visitor

  • 50%

    increase in subscription revenue per visitor

  • 41%

    increase in conversion rate
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