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Expert Answer • 2 min read

Should I show the discounted price directly on the PDP?

As an e-commerce manager, I'm struggling with whether displaying the discounted price directly on my product detail pages (PDP) will drive more conversions or potentially create customer skepticism. I want to understand the psychological and strategic implications of showing original and discounted prices, and how this might impact customer perception and purchasing behavior. My goal is to maximize conversion rates while maintaining a sense of value and transparency in my pricing strategy.
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

2 min

TL;DR - Quick Answer

Yes - showing the discounted price directly on the product detail page (with the original price crossed out) increases conversion by 10-20%. Visitors who have to calculate savings or wait until cart to see the discounted price are more likely to abandon during the evaluation phase.

Complete Expert Analysis

Should I Show the Discounted Price Directly on the Product Detail Page?

Price transparency on the product page is essential for conversion. Visitors who must click "Add to Cart" to discover the actual price experience a jarring transition that breaks trust and increases abandonment. Showing the discounted price clearly on the product page - with the original crossed out - is both a conversion best practice and a customer experience standard in 2026.

Price Display Options and Conversion Impact

Price Display Method Conversion Impact Trust Impact
~~$59.99~~ $47.99 + "Save $12"Best (+15-25%)High
~~$59.99~~ $47.99 (with % badge)Good (+12-20%)High
$47.99 + "Code: SAVE20" noteModerate (+5-10%)Medium
$47.99 (no context)BaselineBaseline
"Price shown at checkout"-15-25%Low - creates anxiety

Price Display Design Guidelines

  • -Discounted price should be larger/bolder than original price - the new price is the action price
  • -Original price in muted/gray with strikethrough - de-emphasize without hiding
  • -Savings badge in red/green: "-20% OFF" badge near price signals promotion at a glance
  • -Variant-specific pricing: If different variants have different prices, show each variant's actual discounted price
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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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