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.