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- #130: This CPG pricing strategy boosted conversions by 18%.
#130: This CPG pricing strategy boosted conversions by 18%.
Don’t miss an opportunity to affirm your product’s value.
Allen Burt
November 20, 2024
No. 130: Hey all,
For CPG brands with multiple servings per product, visitors arrive on the product page and wonder, "How much do I get for the price?"
Most brands make customers do mental math.
But you can avoid this.
In this 1-min read, you’ll learn:
An insight to test: How price-per-serving lifted conversions 17.8% for a food brand.
A news highlight: How Shopify is winning Salesforce clients.
Useful tips: The biggest mistake I see DTC brands make.
New to The Commerce Lab? This is a 1min insight based on our experiments with 8-and 9-figure brands. Join thousands of brand owners, operators, and marketers 📈 Subscribe here.
🎯 WEEKLY INSIGHT
For CPG brands, add ‘price-per-serving’ to clarify value and remove friction.
We placed “$5.11/serving” to the left of review stars to make the product's value impossible to miss. This lifted conversions by 17.8%.
It’s subtle, design-friendly, unobstructed, and shows immediate value.
Here’s Why it Worked
Buyers often hesitate when faced with products with multiple servings because it takes effort to calculate value.
Customers don’t want to do math on your product page!
They want to make sure it’s not a bad deal. So tell them exactly what they can expect.
We removed this barrier by clearly stating savings per serving and addressing their logical price concerns at a crucial moment – right in the buy box.
What Most Brands Do Wrong
Many brands overlook the simplicity customers crave when assessing value, and don’t bother to share these specific numbers on site.
Big mistake.
Don’t miss an opportunity to affirm your product’s value.
Especially if it's cheaper than single-item purchases, puts you ahead of competitor prices, and saves them money.
Steps to Try Today
Do you have a CPG product with multiple servings?
Consider adding price-per-serving to your buy box to show value and encourage impulse buying.
🕙 WHAT’S BREWING
The 4 design changes that drove a 19% purchase increase for Unclaimed Baggage.
📣 IN CASE YOU MISSED IT
Biggest mistake I see DTC brands make.
Your customer’s second purchase is your next upsell.
🗞️ NEWS HIGHLIGHT
How Shopify is winning Salesforce clients & stoking e-commerce rivalry.
👀 FROM LAST WEEK
#129: Make your homepage convert 15% better with category sliders.
💡 ALLEN’S QUICK TIP
👊 STOUT SUCCESS
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That's all for today.
If you enjoyed this, please consider forwarding it to a friend, founder, or fellow marketer.
And if you have any comments/questions, I'd love to hear them.
Until next time.
— Allen