Price cut from €11.90 to €7.90: conversion rate doubled
Cutting Ketonico's price from €11.90 to €7.90 roughly doubled conversion rate, from 2.45% to 4.88%. Elevate A/B Testing ran this test and framed it as a sign of unusually price-sensitive customers. Revenue and profit results were not shared.
- Conversion rate: 2.45% to 4.88%, almost exactly double. Far more visitors bought at the lower price.
- Revenue per visitor: not shared. By our own arithmetic, conversion needed to rise about 51% just to keep revenue per visitor level at the lower price, and it rose about 99%.
- Profit per visitor: not shared. The margin hit from a one-third price cut could cancel out much of the gain, depending on product cost.
The change
Same page; only the price drops from €11.90 to €7.90.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product sold at €11.90.
Variant
The same product at €7.90. The post calls this a 30% cut; on the prices shown it works out closer to 34%.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Ketonico's buyers were very price sensitive, as Elevate says, so the old price was likely stopping many of them.
- at a low price point, a cut of a few euros can move a purchase from "think about it" to an easy yes.
- a brand with loyal, less price-driven buyers would likely see a much smaller lift and simply give away margin.
Caveats: Only conversion rate was shared; sample size, test length, revenue and margin were not. A single brand at a low price point may not reflect stores with higher prices or more loyal customers.
Who ran it
Elevate A/B Testing (@elevate_ab) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we lower our price by about a third, then conversion will rise enough to raise profit per visitor because our customers are highly price sensitive.
- Primary metric
- Profit per visitor
- Guardrails
- Revenue per visitor
- Gross margin
- Repeat purchase rate
- Who should test it
- Stores with low-priced products, many competitors and lots of first-time buyers. It probably won't pay off for brands with loyal customers or thin margins, where the cut just gives money away.
Questions
Does lowering the price always increase revenue?
No. Here conversion doubled, but the post did not share revenue or profit. A price cut only pays off if extra sales outweigh the lower margin on every order.
How much must conversion rise to make a price cut worth it?
At least enough to cover the lower price. Going from €11.90 to €7.90 needs about a 51% conversion lift just to keep revenue per visitor flat, before counting cost of goods.
Should I A/B test prices or just change them?
Test them if you can. Elevate's point was that only a test could reveal how price sensitive Ketonico's customers were.
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