Most expensive bundle shown first: +8.47% revenue per visitor
Test run byElevate_abTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsRepeat Undies listed its most expensive bundle first instead of its cheapest, and revenue per visitor rose 8.47%, from EUR 3.54 to EUR 3.84. Elevate A/B Testing ran this test with the sustainable underwear brand and published it as a success story.
Conversion rate also edged up, from 5.6% to 5.74%.
- Revenue per visitor: EUR 3.84 vs EUR 3.54, a rise of 8.47%.
- Conversion rate: 5.74% vs 5.6%. A small change, so don't read much into it alone.
- Total revenue: EUR 50,464.45 for the variant vs EUR 47,107.00 for the control.
The change
The bundle list is reversed so the most expensive bundle shows first.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The bundle section on the product page listed the bundles from cheapest to most expensive.
Variant
The order was reversed, so the most expensive bundle appeared first.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The first option sets the reference price. Seeing the big bundle first makes the others feel cheaper.
- Shoppers often pick from the top of a list, so the default draws more people to bigger bundles.
- Leading with the premium option signals it is the popular or best-value choice.
Caveats: Vendor-reported, with no sample size, duration or significance shared. The conversion rate difference is small and may be noise.
Who ran it
Elevate_ab ran this test for Repeat Undies and published the results (Elevate A/B success story). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Elevate_ab →
How to run this test on your store
- Hypothesis
- If we list the most expensive bundle first, then revenue per visitor will rise, because shoppers anchor on the first price and choose bigger bundles more often.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Average order value
- Refund or return rate
- Who should test it
- Stores selling multi-packs or bundles of a repeat-purchase product. If most buyers are first-time triers who want the smallest pack, this may put them off.
Questions
Should I show the most expensive option first?
It often raises order value through anchoring. Repeat Undies saw revenue per visitor rise 8.47% after leading with its priciest bundle.
Will listing the expensive bundle first lower conversion?
Not in this test: conversion rate held steady and edged up slightly. Still, track it as a guardrail.
What metric should a bundle order test use?
Revenue per visitor, since it captures both how many people buy and how much they spend.
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