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#143: Here’s where you should display prices for complex products.

The comparison game, price psychology, and a 14.3% conversion win.

Author

Allen Burt
February 19, 2025

No. 143: Hey all,

How you present your price is huge.

“But why? It’s just a number.”

Our brains are lazy.

And often not rational.

We don’t evaluate the price of a product by itself.

How it’s presented impacts how we interpret it.

Especially when your products have variants with different prices.

Clarity and visibility are your best tools to boost conversions and confidence.

Here’s why.

In less than 1-minute, take away:

But first: quick announcement.

Join us for a special LIVE event next week exclusive to TCL subscribers…

📅 UPCOMING EVENTS

LIVE TRAINING: The Cart & Checkout Conversion Formula

Your Cart and Checkout pages are the last step before converting a visitor into a buyer.

Yet, over 70% of customers will abandon their purchase on Cart & Checkout pages.

We will help you fix that.

Join us Wednesday, February 26 at 11am PT (2pm ET) for a FREE training.

This one’s exclusive to you, our Commerce Lab reader.

Get ready to learn:

  • How to reduce your Abandoned Cart Rate

  • The Cart and Checkout features that increase conversions (and the ones that DON’T)

  • A live teardown of best-in-class Cart and Checkout pages

  • Live Q&A to answer all your Cart and Checkout questions

Then, ask all your questions LIVE with Blue Stout experts.

Can’t make it? No worries. We'll share the recording with all who sign up.

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

Display price on the add-to-cart button to avoid confusion & boost conversions.

For products with many options, it's important to see how the price changes as you customize. Present the price in a way that doesn’t startle or confuse the customer.

For a home decor brand selling customizable products, we tested adding the price directly on the Add-to-Cart button.

Including the price in the Add-to-Cart button made it easily visible, eliminated surprises at checkout, and boosted conversions by 14.3%.

Since customers can choose options that change the price, showing the price on the ATC button prevented surprises and confusion once customers got to the cart and checkout.

This transparency reduced the friction and hesitation often associated with complex purchases.

So, try it and test on your products.

How it’s presented impacts how your customers react.

⭐ Takeaway: Display the price directly on the add-to-cart button for products with many options that affect the final price.

🕙 WHAT’S BREWING

How this CPG brand saw a 62x ROI in just 90 days.

📣 IN CASE YOU MISSED IT

Real customer images boost footwear brand’s conversion rate.

How to narrow your focus for greater profits.

Try these 3 upsells that always convert.

🗞️ NEWS HIGHLIGHT

Elon Musk's xAI Claims Its New Grok 3 AI Is Better Than ChatGPT.

👀 FROM LAST WEEK

#142: The 3 cart upsells that increased revenue by 34% for this CPG brand.

💡 ALLEN’S QUICK TIP

👊 STOUT SUCCESS

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See you next time.

— Allen