Increasing the conversion rate by displaying volume discounts
Result:
E-commerce
Germany
+ 52,38% Conversions
Table of contents
About Karton.eu
Karton.eu is a German e-commerce company that specializes in the online sale of packaging materials. The product range includes cardboard boxes, folding boxes, filling materials and adhesive tapes. Founded in 2007 and based in Spremberg, the company serves both national and international customers.
In addition to standardized packaging solutions, Karton.eu offers customized formats to meet the different requirements of its customers. The company attaches great importance to reliable, fast delivery and professional order processing to ensure that all products arrive undamaged and on time.
Initial situation
The product detail page is the central entry point into the purchasing process for Karton.eu. Almost all users who wish to purchase a product make their selection on this page. Previously, only price lists for different purchase quantities were displayed there, without the possible price advantages for larger order quantities being clearly visible.
Screen recordings showed that users repeatedly jumped back and forth between different quantity options without anything changing on the page. This observation suggested that they were probably comparing the unit prices at that moment in order to calculate the savings per item independently.
Variants
Hypothesis
If Users can see at a glance how high the price advantage is as the order quantity increases,
Then the conversion rate increases,
Because price transparency simplifies the decision-making process and makes the shopping experience more pleasant, without customers having to make calculations themselves.
Original
Variant
Changes:
Original: Presentation of a simple price list without additional information.
Variant: Addition of clearly visible quantity discounts to the price list for orders of ten or more items.
Test results
The aim of this adjustment was not primarily to push the sale of larger quantities, but to increase user-friendliness and the perceived transparency.
The experiment was conducted in two language stores - the larger German store (karton.eu) and the smaller French store (fr.karton.eu).
DE-Shop: Duration 32 days, over 80 % confidence level (frequentist method)
FR-Shop: Term 34 days, over 80 % confidence level (frequentist method)
Measured conversions:
Germany: +6.62 % uplift in the conversion rate
France: +27.04 % uplift in the conversion rate
The hypothesis was confirmed. The increase in the conversion rate was particularly striking for new Users:inside the German store (karton.eu), which is available at 52,38% increased. This type of evaluation was possible thanks to the segmentation functions in the Varify reports. The French store (fr.karton.eu), on the other hand, showed a different pattern: here, the group of returning users in particular benefited from the adjustment, while the effect on new visitors remained comparatively small.
It is important to emphasize that these values refer exclusively to the conversion rate within the product detail pages. i.e. the step from the product view to the shopping cart - and not on the total conversion of the store.
Conclusion
The hypothesis was confirmed: The transparent presentation of volume discounts has a positive effect on the willingness to buy. It reduces cognitive load, increases confidence in pricing and supports a smoother shopping experience.
The experiment demonstrates that even small, visually and cognitively relieving changes can have a noticeable impact on the conversion rate. The explicit communication of discounts creates trust and encourages users to make decisions.
Whether the observed effect is primarily due to the perceived transparency or to the visual highlighting of the savings will be examined in more detail in a subsequent test
Implementation with Varify
The experiment was implemented with Varify - a tool that proved to be ideal for this use case. Varify not only enables simple adjustments via the visual editor, but also complex, individual changes directly via code. The platform thus combines flexibility and technical precision - at an extremely competitive price.
With Varify, we can serve customers of all sizes, as the cost of the tool fits into any budget. And despite the low costs, we are in no way limited in the possibilities that the tool offers.
CRO Manager, AdSuits GmbH & Co. KG
CRO Manager, AdSuits
Get to know the agency that made this possible
AdSuits GmbH & Co. KG is a data-driven online marketing agency with a focus on performance marketing (SEA and social performance).
The internal tracking team ensures precise technical setups, which are supplemented by experts from the fields of web development, search engine optimization (SEO) and conversion rate optimization (CRO).
AdSuits takes a holistic approach to optimizing websites and campaigns.