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Expert Answer • 1 min read

What's required for 'was/now' pricing in discount advertising?

I'm looking to implement 'was/now' pricing in my e-commerce store to make my discounts more compelling and transparent. I want to understand the legal requirements, best design practices, and how to effectively communicate price reductions to potential customers. What are the critical elements I need to consider when displaying original and discounted prices to ensure I'm both persuasive and compliant with advertising regulations?
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

1 min

TL;DR - Quick Answer

'Was/now' pricing requires displaying the original price, showing a clear and accurate discount percentage, using recent historical pricing, avoiding misleading comparisons, and ensuring compliance with local advertising standards and consumer protection laws.

Complete Expert Analysis

Comprehensive Guide to 'Was/Now' Pricing Strategy

Implementing effective 'was/now' pricing requires strategic planning, legal compliance, and psychological understanding of consumer perception.

Legal and Ethical Requirements

RequirementDetailsCompliance Criteria
Original Price VerificationMust reflect actual recent selling pricePrice valid for 28-30 days prior to discount
Discount CalculationTransparent percentage or amount reductionClearly displayed, mathematically accurate
Price DisplayBoth original and discounted prices visibleSame font size, clear visual hierarchy

Design and Visual Strategies

Visual Techniques

  • ✓Strikethrough original price
  • ✓Use contrasting colors
  • ✓Highlight percentage savings
  • ✓Ensure readability

Psychological Triggers

  • ✓Create sense of urgency
  • ✓Demonstrate clear value
  • ✓Build trust through transparency
  • ✓Highlight potential savings

Calculation Examples

$100
Original Price
$75
Discounted Price
25%
Savings Percentage
$25
Total Savings

Potential Pitfalls to Avoid

  • •
    Fictitious Original Prices: Never inflate original price artificially
  • •
    Inconsistent Pricing: Maintain pricing integrity across platforms
  • •
    Complex Calculations: Keep discount math simple and clear

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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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