Driving Conversions with Clear Price Savings on Product Cards
Latico Leathers, a premium leather goods brand, wanted to make the value of its products more immediately visible. While promotional discounts were available, the value wasn’t clearly communicated on the product cards, which is a critical point where shoppers decide whether to click and explore further.
Using heatmap behavioral user analysis, the team identified low customer engagement with the existing discount code strategy. Customers weren’t interacting with or applying the codes effectively, which diluted the perceived value of the promotion. The challenge was to surface price savings in a more intuitive way, directly on the product cards.
To simplify the message and create immediate clarity around pricing, Latico removed the discount code and instead added strikethrough pricing paired with a "you save" dollar amount directly on product cards. This approach aimed to showcase value upfront, minimize cognitive load, and encourage more clicks to the product detail pages.
The Test: Product Card Layout Changes Focused On Savings Visibility
Over a two-week period, Latico ran an A/B test that included:
- Strikethrough pricing with total dollar savings shown.
- Removal of the discount code message from product cards.
- A cleaner layout to prioritize price and value communication.
The test aimed to improve click-through and conversion by showing customers what they would save without requiring them to take extra steps.
The updated product card design drove a 13% increase in Revenue Per Session (RPS) and a 13.6% lift in Conversion Rate (CVR). This confirmed that clearly displaying price savings helped drive higher engagement and purchasing intent without relying on coupon-based promotions.
Increase in Revenue Per Session (RPS): +13%
Increase in Conversion Rate (CVR): +13.6%
Conclusion:
Simple Pricing Clarity Drives Outsized Performance Gains
By using heatmap data to identify low click engagement and replacing underutilized discount mechanics with a more direct value proposition, Latico delivered a stronger, more intuitive shopping experience. The test proves that aligning pricing design with shopper behavior can significantly improve performance across key revenue metrics.
