# 10% price increase on selected products: +6% AOV, +10% revenue

- Outcome: Won
- Page type: Product page (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-puzzle-merchant-increased-aov-by-6-with-price-testing
- Page: https://liftarchive.com/test/puzzle-store-10pct-price-increase/

Raising 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.

## Result

**+6% AOV, +10% revenue**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Conversion rate
- Guardrail: Order rate on the tested products
- Guardrail: 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.

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Credit: ABConvert ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/puzzle-store-10pct-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.