Insight

Pack Value Was Hard to Compare

Jackson’s sold a 30-pack of 1 oz bags and an 8-pack of 5 oz bags at the same headline price. That made the formats look directly comparable while leaving shoppers to calculate how much product each option provided for the cost. Following a fall in average order value, our analysis identified price framing as a testable way to make value easier to judge. This mattered most for first-time buyers, who had to compare pack size, serving format and purchase type at the decision point. Leaving that maths to the customer adds effort to the product page and can weaken confidence. Results from our earlier unit-pricing test supported testing a clear per-ounce breakdown close to the purchase controls, without changing the underlying product price.

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A/B Test

Per-Ounce Price Framing on Product Pages

We ran an A/B test across desktop and mobile using Intelligems. The control kept the existing product-page pricing. Variant 1 added a price-per-ounce message beneath the Add to Cart button for the relevant pack sizes, giving shoppers a consistent way to compare value. We hypothesised that clearer price framing would reduce comparison effort, build confidence and improve conversion and average order value. The treatment focused on one pricing-clarity change within the original product pages.

The Results

Variant 1 increased subscription orders per visitor by 80% and subscription revenue per visitor by 29.31%. Those subscription metrics reached 96% statistical significance, showing that the clearer unit-value message had its strongest effect on recurring purchase behaviour. Overall conversion rate rose 1% and revenue per visitor rose 2%, while add-to-cart rate fell 12%. The pattern suggests that the treatment did not simply encourage more visitors to place products in their carts. Instead, it appears to have helped a smaller group of shoppers commit to a recurring purchase path, although the test did not isolate the reason for the add-to-cart decline. This is why we assess an upper-funnel metric alongside completed orders and revenue. The decision was based on subscription performance and overall revenue rather than add-to-cart movement alone. Jackson’s approved Variant 1 for permanent rollout, and the price-per-ounce treatment went live on the tested product pages.

  • 80%

    increase in subscription orders per visitor

  • 29.31%

    increase in subscription revenue per visitor

  • 2%

    increase in revenue per visitor
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