Product: Product Page
Hypothesis
If we test a similar change on our product pages as rejected, we should be cautious
Test Results
Key Learning
Problem: How prices are displayed on the product directly influences perceived value and willingness to buy.
What was tried: rejected this UI change (Feb 21, 2023). Rejection suggests the change underperformed the control
Why it failed: Pricing page changes carry risk — users are price-sensitive and changes can increase cognitive load or perceived cost.
How to Apply This to Your Site
This test showed that product: product page hurt conversions. The change was tested on a product page page in the e-commerce industry. Avoid replicating this exact approach — instead, consider testing the opposite direction or a more subtle variation.
Before you test: Consider that pricing tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
Perhaps this little and rejected a/b test by might teach us something about price formatting. Sometime in August of 2022 I noticed that some of 's product pages showed price ranges. In other words, prices were showing both low and high end prices for products with customizable options.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Pricing Page: Least Or Most Expensive First
Problem: How prices are displayed on the pricing page directly influences perceived value and willingness to buy.
Pricing Page: More Or Fewer Plans
Problem: How prices are displayed on the pricing page directly influences perceived value and willingness to buy.
Product: More Or Fewer Plans on Product Page
Context: How prices are displayed on the product directly influences perceived value and willingness to buy.
Signup: Payment First
Context: Friction during the signup process causes users to abandon right when they're closest to converting.