Listing: Less Or More Visible Prices
Hypothesis
If we implement 'Less Or More Visible Prices' on listing pages (In this experiment, price was made more visible using size and a higher contrast color), then key conversion metrics will improve.
Test Results
Key Learning
Context: How prices are displayed on the listing directly influences perceived value and willingness to buy.
What was tested: REAL-WORLD TEST: 'Less Or More Visible Prices' was tested on a live listing page. The test involved 55,293 real visitors. Full statistical results require paid access. Test methodology: In this experiment, price was made more visible using size and a higher contrast color. Impact on progressions and bookings was measured.
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 listing: less or more visible prices but produced no statistically significant change. The test was run on a category page 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, price was made more visible using size and a higher contrast color. Impact on progressions and bookings was measured.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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