A lower total price does not necessarily mean better value.
Unit and pack prices in product lists
When pack sizes differ, show both the total price and a comparable unit price.
Research context: Baymard · Price per unit ↗
Use unit prices for comparable packs, weights and volumes; avoid treating different uses as equivalent.
Try the pattern
Task and expected result
- 01
4 mugs at 120 kr must show 30 kr/mug; 12 at 300 kr must show 25 kr/mug.
- 02
Choose unit-price sorting: the lowest unit price comes first while total price remains visible.
- 03
Check zero or unknown pack count in an adapter: never show Infinity or an invented unit price.
How to investigate value
Ask shoppers to explain their variant choice and fit. Later measure confirmed purchases per eligible product visitor, with return reasons as follow-up.
Watch for side effects
Wrong sizes, unknown details shown as facts, mismatched expectations and product-related support/returns.
This is a proposed investigation, not a measured result. Choose one hypothesis and define the audience before testing.
Build a measurement plan for this concept ↗