# Large price increase at Levain Bakery: revenue per visitor fell

- Outcome: Lost
- 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-a-new-york-premium-cookie-brand-optimized-its-pricing-strategy-during-cost-increases
- Page: https://liftarchive.com/test/levain-bakery-large-price-increase/

A 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.

## Result

**revenue per visitor fell**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Conversion rate
- Guardrail: Gross margin per visitor
- Guardrail: 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.

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Credit: ABConvert ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/levain-bakery-large-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.