Discounts catch attention, but not all discounts are created equal. One of the most effective ways to influence shoppers is strikethrough pricing, which shows the original price with a line through it alongside the new discounted price.

Research shows that 72 percent of consumers want to see discounts or sales on brands’ social media.

Using strikethrough pricing correctly can boost conversions, create urgency, and increase revenue without slashing margins. Used poorly, it damages trust and can even violate pricing regulations. This guide explains how it works, why it’s effective, and how to implement it for your store.

What Is Strikethrough Pricing?

Strikethrough pricing is the practice of displaying a product’s original price with a line through it next to the discounted price.

For example:

Original Price: $50 → $50 → $35 (discounted price)

This simple display creates a visual contrast between past and present value. Shoppers instantly understand how much they’re saving. These small changes in price presentation can significantly influence buying decisions.

Why Strikethrough Pricing Works

Strikethrough pricing taps into psychology and shopper behavior. It works because it:

1. Creates a sense of urgency – Shoppers feel they might miss out on a deal.

2. Highlights value – Showing the original price emphasizes savings.

3. Leverages social proof – Popular discounted items appear more desirable.

4. Encourages impulse purchases – Shoppers act faster when they perceive a bargain.

Real-life example:

Amazon uses strikethrough pricing heavily during Prime Day, displaying original prices beside limited-time deals to maximize urgency and drive massive conversion spikes.

Best Practices for Strikethrough Pricing

To get the most out of strikethrough pricing, follow these proven best practices:

1. Show the original price clearly: Make sure the old price is visibly crossed out and easy to compare to the new one.

2. Avoid excessive discounts: Huge discounts can reduce the perceived value of your product and raise shopper suspicion.

3. Use strikethroughs strategically: Highlight select products rather than using discounts across your entire store.

4. Keep discounts believable: Shoppers are smart. Unrealistic markdowns damage trust and decrease conversion rates.

5. Explain larger discounts: If you discount heavily, add a short note like “Season clearance” or “Inventory update” to maintain trust.

6. Stay consistent across all channels: Your pricing on ads, your site, marketplaces, and social shops should match.

7. Follow regional pricing regulations: The UK, US, and several other countries have pricing laws that require honest comparisons and prohibit fake original prices.

8. Avoid combining too many aggressive tactics: Strikethroughs, countdown timers, flashing banners, and multiple popups together can feel manipulative.

9. Test formats regularly: Compare “$50 → $35” versus “Save 30 percent” to see what your audience responds to most.

These subtle improvements in display can boost conversion rates and revenue.

How to Test Strikethrough Pricing

Testing helps you understand what resonates best with your audience. Follow these steps:

• A/B test product pricing: Compare versions of the same page with and without strikethrough pricing.
• Try different discount levels: Find the sweet spot where conversions improve without cutting too deeply into margins.
• Track key performance metrics: Monitor conversion rate, average order value, bounce rate, and revenue per visitor.
• Use audience segmentation: Different customer groups respond differently to specific discount types.

Wrapping It Up

Strikethrough pricing is a simple but powerful ecommerce tactic. By highlighting savings, creating urgency, and emphasizing value, you can influence shoppers to take action. The key is to use the tactic ethically with believable discounts, consistent pricing, and transparent communication.

Even minor tweaks in how discounts are displayed can have a significant impact on conversions. Revvy makes it easy to test, analyze, and optimize pricing to increase sales and revenue.