Checkout: Standard Or Superscript Price Format
Hypothesis
If we implement 'Standard Or Superscript Price Format' on checkout pages (In this experiment, the font of the euro cents amount was made smaller), then key conversion metrics will improve.
Test Results
Key Learning
Context: How prices are displayed on the checkout directly influences perceived value and willingness to buy.
What was tested: REAL-WORLD TEST: 'Standard Or Superscript Price Format' was tested on a live checkout page. The test involved 175,677 real visitors. Full statistical results require paid access. Test methodology: In this experiment, the font of the euro cents amount was made smaller. Additional copy was also added underneath the price reinforcing that tax was a...
Result: No statistically significant difference was detected. Pricing tests that are inconclusive may indicate the price itself isn't the issue — the perceived value or the framing might matter more.
How to Apply This to Your Site
This experiment tested checkout: standard or superscript price format but produced no statistically significant change. The test was run on a checkout page in the cross-industry industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that pricing tests typically require large sample sizes to detect small effects. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
In this experiment, the font of the euro cents amount was made smaller. Additional copy was also added underneath the price reinforcing that tax was already included in the price. Impact on transactions was measured.
Methodology
Build On These Learnings
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