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#97: This pricing tactic lifted conversions 18% for a CPG brand.
Published 6 months ago • 3 min read
No. 97: Hey all,
Welcome to this week’s Commerce Lab newsletter.
Each Wednesday, you get actionable insights to boost conversions and site revenue based on our experiments on 8-and 9-figure brands.
Today, we’re talking about why it pays to show the price-per-serving of your product.
For CPG brands with multiple servings per product, when visitors arrive on the product page, they want to know, "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:
Win of the week: How price-per-serving lifted conversions 17.8% for a food brand.
What else we’re reading: The biggest mistake I see DTC brands make, why your customer’s second purchase is your next upsell, and why you should create urgency with visitor data.
News: How Nike’s flaws in DTC strategy led to flat Q3 revenues.
Okay, let’s dive in.
– Allen
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EVENT TODAY
Want to convert 30% better than competitors?
That’s what we’ll be discussing this afternoon in my live DTCx7 session.
Join me today from 12:20-12:40PT (3:20-3:40ET) to learn:
✅ The one strategy that helped brands convert 30% better than their peers
✅ 4 specific site optimizations that will BOTH improve conversions AND your customer’s site
For CPG brands, add ‘price-per-serving’ to clarify value and remove friction.
For a food brand, 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%.
(Image shows “$5.11/serving” to the left of review stars in a subtle, design-friendly way.)
It’s subtle, design-friendly, unobstructive, 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 Implement 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.
“Very helpful. Allen was detail-oriented in the audit that he provided for us - showcasing areas of opportunity on our website specifically for mobile, checkout, etc. Really appreciate the time that Blue Stout took to walk us through the audit a few times with multiple members of our team. It was a very thorough and data-driven audit that provided us with good insight and valuable info.”
