AbstractPrecision farming technologies are expected to reduce nutrient surplus in agriculture. Uptake of these technologies in European farming systems, however, is low and policy incentives are needed to promote environmental benefits. We conducted a choice experiment with 418 Swiss farmers to elicit their preferences for site‐specific nitrogen fertilization technologies. Using a split‐sample approach, we elicit both willingness‐to‐accept and willingness‐to‐pay welfare measures. Results show that welfare measures for the nitrogen reduction potential vary significantly between the two samples. This indicates that the policy design affects farmers' preferences and willingness to adopt precision farming technologies that reduce nitrogen losses from agricultural production.