# Struck-Through Old Price A/B Test on Product Pages

Page: https://alidemirbas.com.tr/en/lab/ab-test-library/tests/struck-through-old-price-ab-test-on-product-pages

## Hypothesis

If a former price that was actually charged appears struck through next to the selling price, visitors may compare the offer against that reference and see it as a better deal. With the selling price and discount terms unchanged, that reference alone could improve revenue per visitor (RPV).

## When to run this test

Sometimes a product is genuinely discounted, yet session recordings show shoppers pausing at the price and leaving without adding to cart, or surveys and tickets show the discount goes unnoticed. If the former price works as a reference, that arm sees more add-to-carts and purchases with no harm to gross margin or returns. If shoppers stall on shipping costs instead, look there first; also confirm the former price was actually charged and meets the target market's reference-price rule. Keep the actual price fixed, and run the test only while the reference applies so the anchor never implies a permanent discount.

## Primary metric

**Revenue per visitor (RPV)**: Use revenue per visitor as the primary metric, even if an anchor price increases conversion.

## Other metrics

- **Purchase conversion rate (CR)**: Review purchase rate alongside revenue.
- **Add-to-cart rate**: Check whether shoppers take the first purchase step.
- **Gross margin**: Track product mix as well as fixed discount terms.
- **Return rate**: Track returns over the same period in both arms.

## What to check before and during the test

- **Former price**: Add a verified former price with a strikethrough.
- **Other badges**: Keep existing badges; testing percentage versus amount saved is separate.
- **Prior exposure**: Review predefined groups with different prior campaign exposure.
- **Device**: Check readability on desktop and mobile.
- **Price bands**: Review relevant price bands defined before launch.

## What to watch when reading the result

- Judge the anchor on revenue per visitor; even if conversion or add-to-cart rises, do not ship the anchor when RPV or gross margin slips. Product mix can shift even with fixed discount terms, so track margin in each arm.
- Read the result separately by the predefined price bands and by groups with different prior campaign exposure, since shoppers who see frequent promotions may find the reference less credible. Give returns the same waiting period in each arm before comparing them. Also check that badges never round the discount up; an inflated figure mixes the anchor's effect with the exaggeration.
- If the result is unclear, do not comb through price bands after the test to find one that wins. Check whether the conversion gap goes beyond chance with the [A/B test significance calculator](https://alidemirbas.com.tr/en/calculators/ab-test); it does not test revenue averages, so treat the RPV gap with the same caution. If the revenue gap still leaves both a gain and a loss possible, hold off on making the anchor permanent.

## Frequently Asked Questions

### Which amount can be shown as the previous price?

Use the reference required by the target market’s applicable period and lowest-price rule, including product or service exceptions. A price merely used at some point is not automatically a lawful reference.

### Which groups should be examined?

Use RPV as the primary outcome. Examine predefined prior-campaign exposure and price bands. Monitor margin because the purchased-product mix can change even with fixed discounts.