# $50 US price increase at Bloon Paris: +18% margin, but inconclusive

- Outcome: Flat / inconclusive
- Page type: Site-wide (Ecommerce)
- Elements: Pricing, discounts & savings display
- Test run by: [ABConvert](https://liftarchive.com/practitioners/abconvert/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.abconvert.io/case-studies/how-bloon-paris-used-price-test-to-confidently-raise-us-prices-by-50-usd
- Page: https://liftarchive.com/test/bloon-paris-50-dollar-us-price-increase/

Raising every US price by $50 gave Bloon Paris about 18% more gross margin per visitor, but we count the result as inconclusive. Conversion moved only slightly and the difference was not statistically significant, and no significance figure was shared for the margin gain. The test was run on ABConvert's price-testing tool and published as an ABConvert case study.

## Result

**+18% margin, but inconclusive**

- Gross margin per visitor rose almost 18%, as reported by the brand.
- Conversion rate first ran slightly higher, then ended slightly lower. The difference was not statistically significant.
- Revenue per session was reported as higher. No figure was shared.
- Inconclusive overall: there is no clear statistical readout, so we do not count it as a confirmed win.

## Control

US shoppers saw the existing prices on Bloon Paris's ergonomic balloon chairs and other products.

## Variant

US shoppers saw every product priced $50 higher, to offset rising customs and border costs.

## Why it likely came out this way (our reading)

- A $50 rise is a small share of a design chair's price, so many shoppers may not have reacted to it.
- Furniture buyers often compare style and comfort more than small price gaps.
- Because conversion barely moved, almost all of the extra price fed straight into margin, which is why the margin number looks strong even though the test was not clearly significant.

## Caveats

Counted as inconclusive: the conversion difference was not significant and no confidence figure was shared for margin. One-month test on the US store only; sample size not shared.

## How to run this test

- Hypothesis: If we raise all prices in one market by a fixed amount, then margin per visitor will rise because conversion will hold while each sale earns more.
- Primary metric: Gross margin per visitor
- Guardrail: Conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Cart abandonment
- Who should test it: Brands selling higher-priced items into a market where duties or shipping costs have risen. A flat dollar rise matters less on expensive products; on cheap items the same amount is a big jump and may hurt more.

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Credit: ABConvert ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/bloon-paris-50-dollar-us-price-increase/).
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.