Pattern #114: Less Or More Visible Prices

Pattern Author: Arthur Sparks - COO @ PrepAgent

Based on 3 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
Almost Certain Winner
Less Or More Visible Prices
  1. Price Visibility Expectation Setting

    This pattern asks the question whether the UI should show pricing more or less visibly using such properties as: position, size and contrast.

Median Effects



Ex: First Action

(1 tests)



Ex: Leads, Quotes



Ex: Trials



Ex: Future Action



Ex: Transactions

(3 tests)




(1 tests)



Ex: Return Visits



Ex: Social Shares


Test #340 Tested on An Anonymous Site Feb 25, 2021

Find Out How It Performed With 2,883 Visitors

Checkout Desktop
  • Measured by completed checkouts   |   p-val (?)

In this experiment, the variation added a second total price at the bottom of the checkout screen just above the checkout button. The impact on sales was measured.

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Test #293 Tested on by Stanley Zuo Stanley Apr 14, 2020

Find Out How It Performed With 115,061 Visitors

Product Desktop, Mobile
  • Measured by application process starts   |   p-val (?)

  • Measured by premium membership completions   |   p-val (?)

In this experiment on a casting call site, pricing information was shown beside the application button. This change shows the effect of setting a price expectation and being more clear that the application process is not free.

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Test #275 Tested on by Arthur Sparks Arthur Dec 31, 2019

Find Out How It Performed

Pricing Desktop
  • Measured by total sales   |   p-val (?)

  • Measured by total revenue   |   p-val (?)

In this experiment, all three prices of each plan were shifted higher for greater visibility.

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Leak #29 from   |   Oct 21, 2019 Product

Amazon Discovers That Product Availability And Price Belong Closer Towards Add To Cart

In this little experiment, Amazon shifted the availability information towards the center of its product pages. Instead of showing if and when a product will ship near the right add to cart tile, it was moved towards above the product description. Some weeks later, we discovered that this change was rejected in favor of showing the same information in the top right. View Leak

For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.