Concepts referenced in this article, defined.
Run rigorous A/B tests and personalize every visit on Shopify or any storefront โ no engineers required.
Strikethrough pricing shows a crossed-out original price next to a lower sale price: โน999 โน699. When used honestly, it is one of the most effective single-element conversion improvements available โ it visually communicates a saving without requiring the shopper to calculate anything. But when used with inflated "fake MRPs," it damages trust and exposes brands to consumer protection risks. Here is how to use it well.
The strikethrough price creates a reference point โ the "original" price that the shopper uses to evaluate whether the current price is good. This is called price anchoring. The higher the anchor, the better the deal feels.
Research shows:
Indian shoppers are particularly attuned to this because the physical retail market in India has been using MRP (Maximum Retail Price) labeling for decades. A printed MRP vs sale price comparison on a product label is culturally familiar, which makes the online equivalent trusted โ as long as the MRP is genuine.
Genuine seasonal promotions. Diwali sale, Holi offer, Republic Day discount โ when there is a clear reason for the discount, shoppers accept the strikethrough without skepticism. "Diwali Price: โน699 (was โน999)" feels legitimate because there is a seasonal context.
New product launches with introductory pricing. "Launch price: โน499 | Regular price from April: โน699" creates urgency while making the anchor price feel honest โ it is a future price, not a fabricated past one.
Bundled offers. "Bundle price: โน1,299 | If bought separately: โน1,597" is a form of strikethrough pricing that feels especially credible because the shopper can verify the math.
Clearance and end-of-season. Here the original price is genuinely what was charged before โ the markdown is real and defensible.
Permanently "on sale" products. If your product has been โน999 โน699 for the past 12 months, shoppers who have visited before will recognize it. Repeat visitors to Indian D2C sites are increasingly sophisticated about always-on "sale" pricing. Trust erodes.
Excessive discounting. A strikethrough showing 70โ80% off instantly signals that either the original price was fake or something is wrong with the product. In India, the Consumer Protection Act also has provisions around misleading pricing โ inflated MRPs are a compliance risk.
Premium brand positioning. If your brand is positioned at the premium end (think Minimalist at โน599+ for serums, or Forest Essentials at โน1,500+ for skincare), constant strikethrough pricing undermines the premium signal. Discounting a luxury item makes it feel less luxurious.
This range is sweet spot: significant enough to motivate action, not so large it triggers skepticism. Test your specific range โ some categories (fast fashion, accessories) tolerate higher discounts; others (wellness, premium beauty) do not.
In India, the MRP on physical product labels is a regulated figure. Your online strikethrough price should match or be consistent with the MRP printed on the product. Mismatches between online and physical pricing are a consumer grievance risk.
โน999 โ โน699 (Save โน300 / 30% off) โ showing both formats captures different cognitive styles. Some shoppers respond to the percentage; others to the absolute rupee amount. Both in one line outperforms either alone.
"Offer ends Sunday" + strikethrough pricing lifts urgency without being manipulative, as long as the deadline is real.
Key variables to test:
Test 1: Show strikethrough vs no strikethrough On the same product at the same price, test showing vs hiding the original price. Baseline result: most stores see 10โ25% CVR lift with the strikethrough.
Test 2: Percentage vs rupee savings "30% off" vs "Save โน300" vs both. Rupee savings tend to outperform percentages for higher-priced items; percentages outperform for lower-priced items.
Test 3: Visual format Red strikethrough text vs grey strikethrough vs both prices in same font size but different colors. Red strikethrough (mimicking Indian retail sale tags) tends to perform best for value-oriented shoppers.
Test 4: Discount amount If you have flexibility in pricing, test โน999 โ โน799 (20% off) vs โน999 โ โน699 (30% off). The revenue impact depends on your margin structure โ sometimes the higher conversion rate at a deeper discount produces more total gross profit.
With CustomFit.ai, these tests run without developer involvement on your Shopify store.
During Diwali, Big Billion Days season, and Republic Day sales, shoppers are actively looking for deals and their skepticism threshold rises โ they expect discounts and evaluate whether they are good. During these periods:
Related reading: