We learn a lot from testing different strategies to help ecommerce brands boost conversion rates. We recently ran an A/B test for a brand in the food and beverage industry, and the results were quite telling. If your store sells collections with products that are all within the same general price point, this experiment is especially relevant to you.
The hypothesis
Recent data suggests that showing prices on collection pages when the products are within a similar price range doesn’t add value to the shopping experience. In fact, removing prices from these pages can clean up the design and potentially encourage users to take the next step in the funnel by clicking through to PDPs.
With this in mind, we wanted to test whether hiding prices on collection pages would have a positive effect on engagement and, ultimately, conversions.
The results
For this test, we removed the prices from the collection pages while keeping the overall product lineup and design unchanged. The changes had a positive impact on each of the key metrics we monitored.
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Click-Through Rate (CTR) to PDPs increased by +9%. Unsurprisingly, hiding prices made visitors more inclined to explore individual products.
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Bounce Rate decreased slightly by -1%. The cleaner design may have contributed to a more engaging experience.
- Add-To-Cart (ATC) Rate saw a significant increase of +6%. This means that not only were visitors more likely to click through to PDPs, but they were also more likely to continue the buying journey by engaging with the ATC button.
The test reached a statistical confidence of 100%, confirming that the results were not due to chance.
Note: In this test, our goal of “Increase Engagement” represented users clicking the ATC button.
What does this mean for ecommerce brands?
For brands that sell products with similar pricing tiers, hiding prices on collection pages could be an effective strategy to increase engagement and drive conversions. It’s a simple design change that can lead to meaningful improvements in key metrics.
If you’re interested in testing a similar strategies on your site, reach out to our team to get started with an audit. We specialize in optimizing ecommerce experiences to help brands maximize their revenue through data-driven decisions.
