A/B Test

What the Data Told Us

After mixed results across regions in a previous pricing test, we revisited the strategy by adjusting the placement of per dose/per capsule pricing. Our goal was to see if making pricing breakdowns more prominent would improve user clarity, reduce hesitation, and drive more confident purchases and subscriptions.
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Hypothesis

What We Did

We hypothesised that transparent per-dose pricing would give users a clearer sense of value, leading to more conversions and stronger subscription interest, even if average order value decreased slightly. A new variant with adjusted pricing placement was tested against the original PDP design.

The Results

The updated per-dose pricing display produced a +6.34% increase in eCommerce conversion rate, a +2.75% rise in customers selecting the Autoship option, and a +0.44% growth in Add to Bag clicks.

Our strategists identified that this uplift was driven by increased transparency and reduced hesitation at the decision point. By showing a clear per-dose cost, users could quickly assess product value without needing to calculate it themselves. This helped build trust and encouraged quicker purchase decisions, especially for new customers comparing multiple products.

Although Revenue per Visitor (-0.55%) and Average Products per Visitor (-1.03%) saw minor decreases, this behaviour aligns with healthy subscription growth. Users opting for Autoship typically purchase smaller quantities per order but commit to repeat transactions over time, increasing long-term revenue potential.

Overall, the data indicates that greater pricing clarity improved user confidence and supported more deliberate purchase behaviour. With a verified lift in conversion and subscription uptake, Variant 1 was implemented permanently.

  • 6.34%

    Increase in Conversion Rate

  • 2.75%

    Increase in Subscription Selections

  • 0.44%

    Increase in Add to Bag Clicks

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