WINNING VERSION
B
Poll Results - The Best Guesses:
Should Your Price Tag Include or Leave Off the Zeros?
- Version B
- Version A
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Blue Acorn, a digital commerce agency committed to increasing revenue for their B2C and B2B clients, ran this pricing study for a jewellery fashion brand.
Background & Testing Goal:
The testing team wanted to know if shoppers associated item cost with the length of the price tag. To test, all the non-significant zeros after the dollar amount were removed on all applicable products across the site.
Hypothesis:
The team suspected removing the zeros would make the price look less expensive, so visitors would be more likely to purchase.
However, the team wondered if removing the zeros could backfire, making the product look less valuable.
Poll Results - The Best Guesses:
Should Your Price Tag Include or Leave Off the Zeros?
- Version B
- Version A
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Each of them had two prices with no explanation why. I guess the one with the zeroes figuring that one price was a discount over the other price in red. Like the analysis said, with a discount it could help to use the zeroes. I guess it wasn’t a discount after all.
Thanks for your comment, Adsla. The red crossed out price was meant to indicate the original price, while the grey price was the sale price. I agree that element wasn’t overly clear. Interesting to hear how looking at the options from the perspective of a discount influenced your choice. Great input!
The principle here applies to prices with cents as well such as $19.95 where ideally the cents are superscript so that visually you don’t notice the cents. Same idea as not showing the zeros of a price.
In this example the original price with slash is a problem as the slash should be red but the price not. The red price is calling more attention to itself than the actual discounted price.
Fantastic points, Shari. Thanks so much for sharing your insights. Your point brings in color psychology with pricing which is also an interesting perspective. What would you suggest testing as a next iteration of this test?