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

A genuine former price can give visitors a reference for the current offer.

  • Product page
  • Revenue per visitor (RPV)

Control vs Variant

Absent on one side, present on the other.

Changed
Presence
Page
Product page
Difference
added

Hypothesis

Repeated or implausible discount claims may seem less credible. This test adds a reference price; it does not change the selling price or create an additional discount.

How to run this test

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 rateCheck whether shoppers take the first purchase step.
  • Gross marginTrack product mix as well as fixed discount terms.
  • Return rateTrack returns over the same period in both arms.

What to check before and during the test

  • Former priceAdd a verified former price with a strikethrough.
  • Other badgesKeep existing badges; testing percentage versus amount saved is separate.
  • Prior exposureReview predefined groups with different prior campaign exposure.
  • DeviceCheck readability on desktop and mobile.
  • Price bandsReview relevant price bands defined before launch.

Setup mistakes to avoid

  1. 1Never show a price that was not actually charged as the former price.
  2. 2Do not change the anchor and badge design together.
  3. 3Do not imply a perpetual discount when the reference no longer applies.
  4. 4Do not round the discount upward.
  5. 5Keep the actual price fixed throughout the test.