10% price increase on selected products: +6% AOV, +10% revenue
Test run byABConvertTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsRaising prices by 10% on selected products lifted average order value by 6% and revenue by 10%, with no significant drop in conversion.
The test was run on ABConvert's price-testing tool for a puzzle and creative-kit store that sells on three continents, and published as an ABConvert case study.
- Average order value rose 6%.
- Revenue rose 10%, as reported by the vendor.
- Conversion rate showed no significant drop. The exact rates were not shared.
The change
Only the price changed: 10% higher on selected products.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Shoppers saw the existing prices on a group of selected products.
Variant
Shoppers saw those same products priced 10% higher. The team picked the products by looking at each one's profit margin.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Puzzles and creative kits are bought for fun, not on price alone, so a 10% change may not have changed many decisions.
- The team chose products with room in their margins rather than raising prices across the board.
- Many adult buyers had become core customers, and they may be less price-sensitive than parents shopping for kids.
Caveats: Sample size, duration and confidence were not shared. Results are reported by the testing vendor.
Who ran it
ABConvert ran this test for a puzzle and creative-kit store selling on three continents 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 10% on selected products, then revenue will rise because conversion will hold while each order is worth more.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Order rate on the tested products
- Gross margin per visitor
- Who should test it
- Stores under margin pressure that sell hobby, gift or niche products with few direct price comparisons. It is riskier for commodity products that shoppers can easily find cheaper elsewhere.
Questions
Will a 10% price increase hurt conversion?
Not always. In this test, conversion did not drop significantly and revenue rose 10%.
Which products should you raise prices on first?
This store chose products based on their profit margins.
Starting with a subset also limits the risk if shoppers push back.
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