Results: With Or Without Euro Sign?

With Or Without Euro Sign?

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Difference Between Versions:

Version A – With Euro sign displayed next to price
Version B – Without Euro sign displayed next to price


Key Performance Indicator (KPI): 

Transactions


Test Goal:

Increase product purchases

 

Traffic Source:

All: segmented by device type and traffic source

 

Audience: 

Primarily Dutch, male shoppers, aged 35-44

 

Organization: 

Raven - one of the largest online fishing supplies and equipment shops in the Netherlands

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Test Run For

Raven

Test Run By

De Nieuwe Zaak

Test Run On

Visual Website Optimizer (VWO)

WINNING VERSION

A

Poll Results - The Best Guesses:

With Or Without Euro Sign?

  • Version A
  • Version B
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Background & Test Details:

The Dutch digital commerce agency, De Nieuwe Zaak, ran this powerful pricing test for their client, Raven, one of the largest online fishing supplies and equipment shops in the Netherlands.

Interestingly, it was the client, Raven, who prompted the study. The fishing gear company wondered if removing the euro sign, next to the product prices would reduce the “pain of paying,” motivating more customers to proceed with purchasing.

The pain of paying is an apt behavioral economics theory which essentially asserts nobody likes to shell out their hard-earned dough. But, it’s easier for people to pay when they use things like credit cards because the plastic card is a lot less tangible than a crisp paper bill. So, it doesn’t hurt as much to pull out the plastic and spend. . . (until you get your Visa bill!)

With this theory in mind, the client asked to remove the euro sign from their website — to make the price appear less tangible and painful. But, the digital commerce knew better than to act blindly. They thought it best to first test and validate the effect of removing the euro sign from the product pricing.

And, good thing they did!

Together, the testing team worked with the client and run an A/B test to determine if removing the euro sign would indeed reduce the pain of paying, positively impact conversion rates.

 

Poll Results - The Best Guesses:

With Or Without Euro Sign?

  • Version A
  • Version B
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COMMENTS: Tell Us Your Thoughts.

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CarlaDeborah OMarissa Ryan Recent comment authors
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Marissa Ryan
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Very Interested! I actually chose the option without the Euro. Assuming this study was done on an international ecommerce site, I was thinking that the removal of the euro might unify the shopping experience. Definitely see how it would cause confusion though. I enjoyed this one!

Carla
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Carla

Really like your section on How Trustworthy are Results. Adds credibility to testing. Analysis is very interesting too.

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