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Express Watches debated price vs authenticity… With shocking results!

This is a classic problem for online stores; Do you boast the lowest price or the most authentic products?

The team at Express Watches were debating whether to communicate a ‘lowest price guarantee’ versus a stamp of authenticity on their website. They tested variants with both, each telling a different story about the clientele: bargain hunters vs aficionados. The results were pretty surprising.

Express Watches ecommerce case study

By labeling the site with a badge of authenticity, Express Watches saw an increase in online sales of 107%. A huge differential from the price based messaging, simply from a little seal of authenticity.

Take home message
You may think you know what your audience wants, but testing out some alternate value proposition could surprise you.


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