LossThe UzzlePDPUZ-34
Lowering the compare-at anchor to $50
Before
After
-11.6%
Conversion
Hypothesis
A clearer price anchor on the product page will improve revenue per visitor without hurting conversion.
What we learned
CVR -11.6% (97.4% significance), RPU -$0.71. The damage was at checkout, not add-to-cart: lowering the compare-at price to $50 hurt begin-checkout and checkout-to-purchase across every segment. A well-powered, unambiguous loss, the anchor matters more than we assumed.
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$0$500