# Discount Presentation A/B Test on Product Pages Page: https://alidemirbas.com.tr/en/lab/ab-test-library/tests/discount-presentation-ab-test-on-product-pages ## Hypothesis A percentage puts the relative size of the discount up front, while a cash amount shows the money the shopper keeps; depending on the product's price level, one of them can make the same discount look bigger. If the bigger-looking presentation lifts purchases, revenue per visitor could rise too, though a conversion lift does not always carry through to revenue. ## When to run this test Put this test on the list when discounted products get clicks from listings but few purchases on the product page, or when surveys and support tickets show that shoppers do not grasp how large the discount is. In that case, expect one presentation to make the discount easier to judge and raise revenue per visitor. Run it only with a discount that is actually applied; do not present an always-on discount as temporary or show a price that was never charged as the former price. ## Primary metric **Revenue per visitor (RPV)**: Use revenue per visitor as the primary metric, even if the discount presentation increases conversion. ## Other metrics - **Purchase conversion rate (CR)**: Read purchase rate alongside revenue per visitor. - **Average order value (AOV)**: Review changes in order value without treating a lower average as a loss by itself. - **Gross margin**: Track margin while the actual discount terms remain fixed. - **Click-through rate (CTR)**: Check whether products with the discount label receive more clicks. ## What to check before and during the test - **Presentation**: Show the same real discount as either a percentage saved or a monetary amount saved. Keep price, offer terms, placement and design fixed, and calculate both accurately. - **Keep constant**: Do not change the discount, price, offer terms or other presentation elements. - **Revenue**: Read any conversion lift alongside revenue per visitor and gross margin. - **Interpretation**: Use average order value to explain revenue, and margin to assess its impact. - **Separate tests**: Test placement, color or other discount formats separately. ## What to watch when reading the result - Do not ship a presentation that lifts conversion rate while revenue per visitor falls. A lower average order value is not an automatic loss; use it to explain revenue, and watch gross margin as a guardrail. - Show one discount message on the page; if another message cannot be avoided, keep it identical in both arms. Keep the label the same size in both arms and modest enough not to break the page hierarchy, because an oversized label turns this into something other than a presentation test. - This product page and this discount level are all the result speaks for. Check that eligibility rules are comparable for both arms on every device group, since a mismatch on one device can skew the result. - If the revenue difference is small, do not lean on a single estimate. Test the conversion-rate gap with the [A/B test significance calculator](https://alidemirbas.com.tr/en/calculators/ab-test); it does not test revenue averages, so read the RPV gap with the same caution. If the result is unclear, report it as inconclusive rather than declaring the two presentations equivalent. ## Frequently Asked Questions ### Does the discount amount stay the same in both versions? Yes. Present the same real discount in two formats while keeping price, terms, placement and design fixed. Verify both calculations. Use revenue per visitor as the primary outcome. ### Does a lower average order value mean the variant lost? Not necessarily. Assess the overall revenue effect and monitor gross margin as a guardrail rather than treating a lower average as an automatic loss. ### What if the page contains other discount messages? The comparison can remain valid if those messages stay identical across groups. Define the presentation difference clearly and resolve conflicting or misleading messages before launch. ### Which misleading discount practices should I avoid? Do not invent an old price or imply a permanent discount is temporary. Use the lowest reference price required for the applicable market and period, checking product and service exceptions. Keep eligibility comparable across devices.