Showing Unit Price Next to Package Totals A/B Test

On pages that sell several pack sizes, watch for session recordings of visitors moving between packs, questions about which size is the better deal, or choices bunched on small packs even when larger ones save money. Easier comparison should then move visitors in the variant toward larger packs and average order value rises without a drop in conversion. Skip the test in markets where unit pricing is mandatory, and elsewhere confirm the unit figure is not rounded away from the true rate.

Revenue per visitor (RPV)

Compare revenue per assigned visitor to see whether unit pricing changes results.

Also track

• Average order value (AOV)Check whether visitors shift toward larger packages.
• Purchase conversion rate (CR)Make sure purchase rate does not fall.
• Return or cancellation rateTrack returns and cancellations over the same follow-up period in both arms.
• Price comprehensionCheck whether visitors can distinguish the amount due; interaction counts alone do not show comprehension.

• DisplayAdd an accurate unit price next to the unchanged package total.
• Package selectionReview changes in the package sizes selected.
• ReadabilityClearly distinguish the unit price from the amount due.
• UnitChoose a consistent and relevant comparison unit before the test.
• CategoryCompare results within categories where the same unit is meaningful.

1. 1Do not ship the unit price just because average order value grew; revenue per visitor is what counts. Check that purchase conversion does not fall and that returns and cancellations do not rise in either arm across the follow-up period.
2. 2Keep pack sizes fixed throughout; the result holds only for these sizes and for categories where the same unit is meaningful. Check that visitors can still tell the amount due; if the unit price appears larger than the main price, the test measures price confusion rather than easier comparison.
3. 3Because you read results within categories, each category builds up its own data. Before making a category-level call, find the sample per variant for that category's current conversion rate with the sample size calculator and compare it with the category's traffic; if it falls short, record that category's result as unclear.