Insight

Unit Value Was Hidden Until the PDP

During user testing, half of participants said the products felt slightly expensive, yet they would still consider the brand because of its professional, premium service. Price per serving on PDPs also helped them judge value. Collection cards showed only the standard price, so shoppers could not use that context while comparing products earlier in the journey. We recommended bringing unit pricing onto collection-page product cards to make value easier to understand before a PDP visit. The idea built on our earlier price-per-dose test, where clearer unit-cost framing improved commercial performance. For a sports nutrition range with different pack sizes and serving formats, giving shoppers a consistent comparison point could reduce mental calculation and support more confident product selection.

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A/B Test

Price per Serving on Collection Cards

We ran an A/B test through Intelligems across all collection pages. The control retained standard product-card pricing, while Variant 1 added price per serving wherever the value was available. We hypothesised that showing unit pricing earlier would help shoppers compare value without needing to open each PDP, increasing conversion and revenue performance. Revenue per visitor, conversion rate and average order value were monitored alongside PDP views and add-to-cart rate to assess both the commercial outcome and any change in browsing behaviour.

The Results

Variant 1 increased revenue per visitor by 8.25%, conversion rate by 5.96% and average order value by 2.16%. PDP view rate fell by 2.32%, while add-to-cart rate was unchanged. The combination suggests shoppers used the new unit-price information to compare value on the collection page and needed less product-page exploration before deciding, although the test did not directly prove that behaviour. Stable add-to-cart performance also indicates that the extra pricing detail did not create measurable friction on the product cards. No confidence level was supplied, so the uplifts should be treated as directional. The client approved Variant 1 for permanent rollout, and the change is now live. Follow-up analysis should compare product categories, especially recovery products and creatine, because price-per-serving framing may make value differences more visible across the range.

  • 8.25%

    increase in revenue per visitor

  • 5.96%

    increase in conversion rate

  • 2.16%

    increase in average order value
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