# Most expensive bundle shown first: +8.47% revenue per visitor

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Bundles & quantity breaks, Layout, fonts & visual design
- Test run by: [Elevate_ab](https://liftarchive.com/practitioners/elevate-ab/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.elevateab.com/case-studies/repeat
- Page: https://liftarchive.com/test/repeat-undies-premium-bundle-first/

Repeat 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%.

## Result

**+8.47% revenue per visitor**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Conversion rate
- Guardrail: Average order value
- Guardrail: 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.

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Credit: Elevate_ab ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/repeat-undies-premium-bundle-first/).
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.