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Pricing

Writing Price Decimals as Superscript A/B Test

A superscript fraction may draw attention to the whole-number part of the price, but it may also make the exact amount harder to read.

  • Pricing
  • Purchase conversion rate (CR)

Control vs Variant

The same value, presented two ways.

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Pricing
Difference
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Hypothesis

Keep the actual price unchanged and verify that shoppers can still identify it correctly; session recordings alone cannot show what price they understood.

How to run this test

Primary metric

Purchase conversion rate (CR)

Compare purchases to see whether price formatting changes conversion.

Other metrics

  • Average purchase valueRead completed-order value alongside conversion.
  • Price comprehensionIf surveyed, ask the same brief question in both arms to check whether visitors can state the total payable amount.
  • Price-related disputes and returnsTrack recorded disputes and returns related to an unexpectedly high price over the same follow-up period.
  • Time to purchaseRead time alongside purchase rate; longer time is not automatically negative.

What to check before and during the test

  • FormatCompare superscript decimals with standard-size decimals.
  • ReadabilityCheck that smaller decimals remain clear on mobile.
  • Price rangeReview whether the effect differs for lower- and higher-priced items.
  • Rounding perceptionUse the same method in both arms to ask whether visitors can identify the actual total.
  • SegmentsDefine segments before display; do not infer price sensitivity from purchase behavior in the test.

Setup mistakes to avoid

  1. 1Do not hide the total payable by emphasizing only the main digits; decimals must remain readable.
  2. 2Do not change price format and price level together.
  3. 3Keep the format consistent across comparable products.
  4. 4Do not make tax or additional fees unclear by combining their decimals with the main amount.
  5. 5Check applicable price-display rules before changing formatting in regulated markets.