Price testing strategy guide
How to think about pricing experiments and pick the right test design.
Price tests are the highest-value experiments.
But you’re rarely testing “which price is better.”
You’re testing the trade-off between conversion rate and order value.
Revenue per visitor = conversion rate × average order value.
That’s the metric that matters.
Three price tests to run
Test current price vs +10–20%.
Many brands are underpriced.
Test Compare-At pricing.
Example: show “$59” Compare-At and “$39” price vs “$39” with no anchor.
Anchoring often wins without changing the actual selling price.
Use this if you suspect price is blocking conversion.
Still measure revenue per visitor.
A lower price that converts better can still lose on revenue.
Tips for effective price tests
Test meaningful differences.
A $1 change on a $40 product is hard to detect.
Start at 10–15%.
Pair increases with Compare-At.
The combo often beats “lower price, no anchor.”
Run on best sellers.
Faster results.
Bigger revenue impact.
Track revenue per visitor.
CVR alone often favours lower prices.
Remember margins.
AB Genius tracks revenue.
Profit is still the goal.
Factor in COGS when implementing winners.
