Discount Presentation A/B Test on Product Pages

Revenue per visitor (RPV)

Use revenue per visitor as the primary metric, even if the discount presentation increases conversion.

• 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 marginTrack margin while the actual discount terms remain fixed.
• Click-through rate (CTR)Check whether products with the discount label receive more clicks.

• PresentationShow 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 constantDo not change the discount, price, offer terms or other presentation elements.
• RevenueRead any conversion lift alongside revenue per visitor and gross margin.
• InterpretationUse average order value to explain revenue, and margin to assess its impact.
• Separate testsTest placement, color or other discount formats separately.

1. 1Do not imply that a discount is temporary if it is continuously available.
2. 2Show only one discount message at a time.
3. 3Apply the same eligibility rules to comparable visitors in both arms.
4. 4Do not let an oversized label disrupt the page hierarchy.
5. 5Never present a price that was not actually charged as the former price.