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Our recommendation stems from A/B tests during pre-season sales. These tests aimed to enhance metrics by highlighting low-priced dates on a full-page calendar. Red text didn't work, but green text significantly improved results. This was especially true for first-time users or "window shoppers," a segment notoriously hard to convert. With green prices on the calendar, this group's likelihood to purchase increased by 6.7%, and their revenue per visitor surged by 27.5%. Overall, revenue per visitor increased by 19% for all users exposed to green prices.
While text coloring for limited inventory is not new in Cloud UI, the ability to customize limited-time pricing dates' color and key messages isYou may now customize the color of dates for which the price is about to change and control the messaging presented to the guest. This customization, backed by Usability Testing and A/B testing, optimizes the pricing calendar's design for maximizing conversions and user understanding.
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If products that use the pricing calendar have inventory added, we recommend indicating which dates have lower-than-usual availability by setting the inventory scarcity threshold. Research shows that creating a sense of urgency for inventoried products motivates guests to purchase and is proven to drive more revenue and boost conversions. Low inventory date color-coding background shading offers the messaging that creates that sense of urgency.
One resort ran an A/B test on its lesson products for the 2023/24 season, splitting traffic 50/50, with 50% of the traffic seeing today’s calendar, which only shows sold-out dates, and 50% of traffic seeing a calendar that color-coded dates running low on inventory as yellow to drive urgency. In this test, the color-coded experience won with a 4.4% increase in lesson purchases and $110k more revenue.
Coloring the text of dates with a low number left is not a new feature for Cloud UI. Still, the design of The background shading for inventory scarcity on the full pricing calendar is optimized to maximize conversions and comprehension based on Usability Testing and AB A/B testing results.
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Comparing Inventory and Price Scarcity on the Large Calendar Versions
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Scenario | Commerce Pricing Calendar | Commerce Advanced Pricing Calendar | Cloud UI Pricing Calendar |
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Product uses tiered pricing, and the threshold has been hit to trigger the “Only 10 left at this price!” message. | A banner shows how many are left on all dates with price scarcity.  | Background of dates with price scarcity can be shaded and the key may be customized. Banner indicating how many left display.  | Dates are not shaded based on price scarcity, but dates with with only price scarcity have green text and no background shading. Banners showing how many are left have been removed to simplify information and reinforce existing scarcitypresented to the guest.  |
Product has inventory and has reached the threshold to trigger messaging that inventory is low for that date. | A banner shows how many are left on all dates with inventory scarcity.  | Background of dates with inventory scarcity can be shaded and the key may be customized to indicate plenty, low inventory, and sold out uniquely, and customize the key for each status. A banner indicates how many are left on that date. If date has both inventory and price scarcity, dates with price scarcity have red text. Red is not customizable and has no key. | Triggered dates are shaded yellow. The yellow color is configurable in theme designer, but we recommend #28763A #F6D241 for ADA compliance. A key for sale dates background shading is available if price scarcity is displayed. This may to help with user comprehension.
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Product has inventory and sold out threshold has been triggered. | Sold out dates show the day in gre, have a grey diagonal slash through them, and have the words “SOLD OUT” displayed. | Sold out dates have a grey background, and the key value for sold is customizable. | Sold out dates have a grey background, and the key value for sold out is customizable.  |
