Case Study: Paperstone (UK office supplies retailer) achieves 10.67% increase in conversions with VWO

How Paperstone Used A/B Testing To Achieve Higher Conversions

Paperstone, a UK-based online office supplies retailer, needed to increase sales and market share against much larger competitors by communicating that its prices were lower. To validate how best to show competitor pricing on product pages, Paperstone used VWO’s A/B testing platform to run controlled experiments on its website.

Using VWO, Paperstone tested two variations across 5,000 product pages — first displaying competitor prices prominently, then a second design that moved competitor prices below the “Add To Basket” button, placed Paperstone’s price next to competitors with highlighted savings under a “Price Comparison” header, and adopted a more corporate look. The second VWO test (50/50 split, ~12,100 unique visitors) was conclusive, delivering a 10.67% increase in conversion rate at 95% confidence; results for “Add To Basket” clicks remained inconclusive.

Paperstone