Pattern #114: Less Or More Visible Prices

Pattern #114  Tested 4 timesFirst tested by Arthur Sparks Recently tested by Jakub Linowski on May 26, 2022

Based on 4 Tests, Members See How Likely Version B Wins Or Loses And By How Much

LOSSES
-5
-4
-3
-2
-1
FLAT
+1
+2
+3
+4
+5
WINS

Measured by the sum of negative and positive tests.

A B
Less Or More Visible Prices (Variant A) Less Or More Visible Prices (Variant B)

Expected Median Effects Of B

?

Progression

(2 tests)

-

Leads

-

Signups

-

Engagement

?

Sales

(4 tests)

?

Revenue

(1 tests)

-

Retention

-

Referrals

?

ANY PRIMARY

(4 tests)

Tested on

Tests

Pattern #114: Less Or More Visible Prices
Was Tested by Jakub Linowski

Added

Isolated

Test # 340 by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Jakub Linowski    Feb 25, 2021 Test link

Find Out How It Did With 2,883 Visitors

  • Measured by completed checkouts

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Checkout

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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The Same Pattern Was Also Tested Here

Added

Isolated

Test # 413 by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Jakub Linowski    May 26, 2022 Test link

Find Out How It Did With 5,698 Visitors

  • Measured by visits to checkout

  • Measured by completed sales

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Shopping Cart

Should prices be displayed during an editing state on an add-to-cart screen (after adding-to-cart from a product detail page)? In this experiment, club pricing was added and shown in three areas after customers clicked on a small "edit details" links. The control did not have this pricing information (which was only shown on a product detail screen before).

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Added

Isolated

Test # 293 on Backstage.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Stanley Zuo    Apr 14, 2020 Test link

Find Out How It Did With 115,061 Visitors

  • Measured by application process starts

  • Measured by premium membership completions

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Product

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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Replaced

Isolated

Test # 275 on Prepagent.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Arthur Sparks    Dec 31, 2019 Test link

Find Out How It Did

  • Measured by total sales

  • Measured by total revenue

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Pricing

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

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Leaks

Leak #29 from Amazon.com   |   Oct 21, 2019 Product

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

A - Sep 23, 2019 IMPLEMENTED
B - Sep 23, 2019

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

+0.5 Evidence

Leak #103 from Airbnb.ca   |   Jan 24, 2024 Listing

Airbnb A/B Tests Hidden Vs Shown Price Totals

A - Mar 31, 2023
B - Mar 31, 2023 IMPLEMENTED

Months ago Airbnb ran this A/B test on their listing pages where they showed price totals for a given date range. This was one step beyond the already visible day rates (in the control). They also used default dates for the total calculation when someone didn't enter a date, or user specified dates when users expressed them. View Leak

+0.5 Evidence

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.