Large price increase at Levain Bakery: revenue per visitor fell
Test run byABConvertTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsA large price increase across every Levain Bakery product lowered revenue per visitor, so the brand did not keep it.
The test was run on ABConvert's price-testing tool and published as an ABConvert case study.
Neither the size of the increase nor the size of the drop was shared.
- Revenue per visitor dropped (negative result). No figure was shared.
- The team read the drop as a sign the increase was too high and ran a second, smaller increase next.
- The size of the price increase was not shared.
The change
Same pages everywhere; only prices rose, by a large step, on every product.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Shoppers saw the existing prices on all Levain Bakery cookies and products.
Variant
Shoppers saw a larger price increase on every product, sized to cover cost rises from new tariffs.
Why it likely lost
Our reading of the result, not the practitioner's claim.
- A big jump on a treat-style product likely pushed enough shoppers away that the higher price per order could not make up for lost orders.
- Premium food buyers may already feel they pay a lot, so there is less room to raise prices further.
- Testing across the whole range means any sensitive best-sellers pulled the total down.
Caveats: The increase size, the drop, sample size and duration were not shared. This is a vendor-published case study.
Who ran it
ABConvert ran this test for Levain Bakery and published the results (ABConvert case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on ABConvert →
How to run this test on your store
- Hypothesis
- If we raise prices across all products enough to fully cover a cost increase, then revenue per visitor will hold or rise because the higher price per order outweighs any lost orders.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Gross margin per visitor
- Refund and complaint rate
- Who should test it
- Brands facing a clear cost rise, such as tariffs, that need to know their price ceiling. Treat a big first increase as a way to find the limit, then test smaller steps. Low-traffic stores may not get a clear read.
Questions
How do you know if a price increase is too high?
Run it as a split test and watch revenue per visitor.
If it falls, the lost orders cost more than the extra price brought in.
Should you test a big or small price increase first?
Levain Bakery started big to find the limit, then tested a smaller rise.
That gives you a ceiling and a safer option to compare against.
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