# $5 price cut on a bottle: more orders, lower profit per visitor

- Outcome: Lost
- Page type: Product page (Ecommerce)
- Elements: Pricing, discounts & savings display
- Test run by: [Elevate_ab](https://liftarchive.com/practitioners/elevate-ab/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.elevateab.com/case-studies/biddlebee
- Page: https://liftarchive.com/test/biddlebee-5-dollar-price-cut-bottle/

Lowering the price of Biddlebee's hydration bottle from $29.95 to $24.95 raised conversion from 2.38% to 3.24%, but profit per visitor fell from $0.28 to $0.23 (about -18%). Biddlebee, a hydration products brand, ran the test with the Elevate A/B Testing app, and it was published as an Elevate A/B success story. The brand kept the original price.

## Result

**more orders, lower profit per visitor**

- Conversion rate: 2.38% at $29.95 vs 3.24% at $24.95. More people bought, with 140 orders vs 194.
- Revenue per visitor: $1.02 vs $0.95. The cheaper price earned less per visitor, a loss.
- Profit per visitor: $0.28 vs $0.23, about 18% lower for the variant, based on an $18 unit cost the brand gave.
- The source headline cites 21.74%. That is how much more profit the original price made, not a gain from the change.

## Control

The hydration bottle, one of Biddlebee's best-sellers, was priced at $29.95.

## Variant

The same bottle was priced at $24.95, $5 less.

## Why it likely lost (our reading)

- With an $18 cost, the $5 cut took profit per bottle from $11.95 to $6.95, a drop of about 42%.
- Orders rose by about a third, which was not enough to make up for the thinner margin.
- The original price seems to have been acceptable to most buyers already, so the discount mostly gave money away.

## Caveats

Profit per visitor uses the $18 unit cost the brand stated. The test had 11,872 visitors, but no duration or significance level was shared.

## How to run this test

- Hypothesis: If we lower the price of a best-seller, then profit per visitor will rise, because extra orders will outweigh the smaller margin on each one.
- Primary metric: Profit per visitor
- Guardrail: Revenue per visitor
- Guardrail: Conversion rate
- Guardrail: Average order value
- Who should test it: Any store considering a permanent price cut, especially with thin margins. If you can't estimate unit cost, judge on revenue per visitor, never conversion rate alone.

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Credit: Elevate_ab ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/biddlebee-5-dollar-price-cut-bottle/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.