Articles on: Academy

Inspiration – Discount Display: Test how limited-time offers vs. strikethrough pricing affect conversions

Overview


Goal: Test how different discount displays (limited-time text vs. strikethrough pricing) influence purchase behaviour.

Build time: 3 minutes.

Expected impact: Potential uplift of 4–15% in conversions.




Hypothesis

The way a discount is displayed can change how customers perceive urgency and value. By comparing a “20% OFF Today Only” message with a strikethrough of the original price, we can identify which method is more effective in motivating purchases.




Assumptions

  • Urgency Effect: Time-sensitive text (e.g., “Today Only”) may trigger faster decision-making.
  • Value Clarity: Strikethrough pricing provides a clear before-and-after reference, making the discount tangible.
  • Customer Segments: Some customers react more to urgency, others to visible savings.
  • Conversion Impact: Highlighting savings in the right way reduces hesitation and increases completed purchases.




Setting up the experiment in Personizely


For a complete step-by-step walkthrough, see How to create an A/B experiment. Once you’ve created the campaign, proceed with the following steps:


  1. Open the Campaign Details.
  2. Click Edit in Builder on the variation.
  3. Apply the discount display changes:
  • Original (Control): Show the strikethrough original price followed by the discounted price.
  • Variation: Add a text element with “20% OFF Today Only” near the price or CTA.
  • Keep layout, colors, and CTAs identical between both versions.
  1. Save the variation.
  2. Return to the Campaign Details and click Start to launch the experiment on your website.





You’re all set. The experiment will help you discover whether urgency-driven messaging or visible price comparison leads to more conversions.


Updated on: 06/10/2025

Was this article helpful?

Share your feedback

Cancel

Thank you!