'Bundle Sale' label plus explainer screen: revenue loss became a gain
Commentary byLiftArchiveOur analysis, not theirsOnSwitch moved its $10 bundle to a new spot in the pack list, renamed it 'Bundle Sale' and added an upsell screen explaining what was inside, and revenue went up instead of down.
The size of the gain was not shared.
OnSwitch ran this follow-up test in its lighting app, and it was published as a MarketingSherpa case study.
- Revenue: up, where the first bundle version had lost revenue. No figure was shared.
- Three things changed at once (placement, label and the upsell screen), so no single change gets the credit.
The change
The bundle moves down the list, gets a clearer label and an explainer screen.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The in-app store showed the usual list of packs with no larger bundle.
Variant
The same $10 bundle sat lower in the list, labelled 'Bundle Sale', and tapping it opened a redesigned upsell screen that explained the contents.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Explaining what was in the bundle likely made its value clear.
- Moving it off the top may have stopped it crowding out the smaller packs people bought.
- 'Bundle Sale' says what the offer is; 'Sale' alone did not.
Caveats: Placement, label and the upsell screen changed together, so the result can't be pinned on one. No figures, sample sizes or durations were shared, and the source page is no longer online.
Who ran it
OnSwitch ran this test and published the results (MarketingSherpa case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on OnSwitch →
How to run this test on your site
- Hypothesis
- If we place a larger bundle below the main options and explain its contents on a dedicated screen, then revenue per user will rise because buyers understand the value without being pushed away from smaller purchases.
- Primary metric
- Revenue per user
- Guardrails
- Purchase conversion rate
- Sales of single packs or plans
- Time to purchase
- Who should test it
- Apps and SaaS products selling add-ons or tiers where a big package has underperformed. It is less likely to help if your bundle's contents are already obvious.
Questions
Why would the same bundle win after a relabel?
In OnSwitch's case, the winning version also explained the contents and moved the bundle off the top.
Clearer value and less crowding of smaller options are likely reasons.
Should a bundle go at the top of a price list?
Not necessarily. OnSwitch's top-placed version lost revenue, while a lower placement with an explainer screen gained.