Miracle Brush price up a few dollars: higher revenue per visitor
Commentary byLiftArchiveOur analysis, not theirsRaising the Miracle Brush price by a few dollars cut conversion by about 2% but raised revenue per visitor, so HAIRtamin kept the higher price.
HAIRtamin ran the test in-house, with its agency Nebula Dept. setting it up, and it was published as a Shoplift case study.
The exact prices and revenue lift were not shared.
- Conversion rate: about -2%. A small drop, as expected with a higher price.
- Revenue per visitor: up, though no figure was published.
- HAIRtamin rolled the higher price out across the store and raised its ad spend on the brush.
The change
Only the price changes: a few dollars higher in the variant.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The Miracle Brush at its existing price, which had been set conservatively at launch.
Variant
The same product page with the brush priced a few dollars higher.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Most visitors came from viral TikTok videos and were buying on impulse, so a few dollars mattered less.
- A small price rise lifts margin on every order, which can outweigh a small drop in orders.
- Shoppers new to a viral product have no reference price to compare against.
Caveats: The source does not give the exact prices, the revenue per visitor lift, sample size or duration. Traffic was mostly viral TikTok visitors, who may be less price-sensitive than usual shoppers.
Who ran it
HAIRtamin ran this test for HAIRtamin and published the results (Shoplift case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on HAIRtamin →
How to run this test on your store
- Hypothesis
- If we raise the price of our best seller by a few dollars, then revenue per visitor will rise because the margin gain outweighs a small drop in conversion.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Gross margin per visitor
- Refund rate
- Who should test it
- Stores with a popular product, rising costs or a launch price set on the low side. Be careful in crowded categories where shoppers compare prices across stores.
Questions
How do I test a price increase on Shopify?
Split visitors so half see the current price and half see the new one, and check the price carries through to cart and checkout.
Judge the result on revenue per visitor or margin, not conversion rate alone.
Is a lower conversion rate bad after a price rise?
Not always. HAIRtamin lost about 2% of conversions but made more revenue per visitor, which is the number that pays the bills.
Are TikTok shoppers price-sensitive?
In this case they were less sensitive than the brand expected.
That may not hold for every product or audience, so test it.
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