Removing the € sign before the price on the product page

Lucardi
Consumer goods
Product
Loss aversion
January 2017
+11%
order value
 AB TestControl and variation

+11%

A
B
 
Lucardi is the biggest jewelry chain in the Netherlands with around 80 physical stores and a webshop.

Hypothesis

 Removing the € euro sign before the price on the product page will increase transactions.

Test

Below is the screenshot of the variation on a product page.

Results

The variation won: the average order value increased by 11%.

Learnings

Seeing the € sign seems to remind people of the ‘pain of paying‘. Removing it reduces this fear for Lucardi.

Company Lucardi
Website www.lucardi.nl
Market Consumer goods
Visitors B2C
Language Dutch
Test data
Test element Price
Page Product
Conversion principle Loss aversion
Result +11% order value

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