Price Test
Compare-At Price Test
Test whether showing a crossed-out compare-at (was) price increases conversion and perceived value — a common pattern that works differently depending on your brand positioning.
+3–12%
CVR Lift Range
Neutral
AOV Impact
8 min
Setup Time
How to set it up
Understand compare-at semantics
Shopify's compareAtPrice shows a strikethrough price above the actual price. It signals a discount or sale, even if the product was never sold at the higher price.
Define your variants
Control = no compare-at price shown. Variant B = compare-at set to 20% above current price. Variant C = compare-at set to 10% above current price.
Use DISPLAY_ONLY enforcement
For a compare-at test, select Display Only enforcement — you're testing the visual perception of value, not applying a real discount.
Watch for brand fit
Compare-at prices work well for value/mass brands but can hurt premium/luxury brands. Your analytics will tell the story quickly.
Run for 2+ weeks and measure CVR + AOV
Perceived value signals can lift conversion rate significantly, and sometimes also lift AOV if customers feel they're getting a deal.
Pro tips
- Only use compare-at if the higher price reflects genuine historical pricing — consumer protection laws apply.
- Test on a category page tile and product page separately — the lift can differ.
- Luxury brands often see negative lift: discount signals undermine perceived exclusivity.
- Combine with a 'Sale ends Sunday' label to amplify urgency further.
Ready to get started?
Takes about 4 min