Hypothesis
IF we display the subtotal, discount, and then the total amount in the cart
THEN the conversion rate (CR) will increase
BECAUSE users do not have to calculate the total savings themselves, reducing cognitive effort. Additionally, the subtotal is perceived as higher due to the font size and weight, setting an anchor, which makes the total amount appear lower (Magnitude Priming Effect).
Outcomes and Implications
| Psychological Mechanism | Magnitude Priming / Cognitive Ease / Anchoring |
|---|---|
| Predicted Winrate | 40% 🔼 |
| Strategic Implication | Present price components clearly in the cart to highlight savings and guide perception toward favorable value comparison. |