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Pricing

Showing Unit Price Next to Package Totals A/B Test

A consistent unit price can help shoppers compare different pack sizes and make genuine bulk savings easier to see.

  • Pricing
  • Revenue per visitor (RPV)

Control vs Variant

Absent on one side, present on the other.

Changed
Presence
Page
Pricing
Difference
added

Hypothesis

It may also shift purchases to larger packs or clutter the price area. Keep the total payable prominent and assess revenue alongside purchases and refunds.

How to run this test

Primary metric

Revenue per visitor (RPV)

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

Other metrics

  • 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.

What to check before and during the test

  • 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.

Setup mistakes to avoid

  1. 1Do not make the unit price larger than the main price.
  2. 2Do not round the unit calculation in a way that misstates the true rate.
  3. 3Do not change unit price and package sizes together.
  4. 4Do not use different units across products if that undermines comparison.
  5. 5Where unit pricing is mandatory, do not treat it as an optional test variable.