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:
- Open the Campaign Details.
- Click Edit in Builder on the variation.
- 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.
- Save the variation.
- 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
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