Cutting prices 10% brought in more buyers without lowering order value.
GROSS PROFIT PER VISITOR
CONVERSION RATE
ORDERS IN THE TEST
The quick version
A jewelry brand tested its prices in both directions at once. One group saw prices 10% higher, and another saw prices 10% lower. The price cut grew profit per visitor by 30% and conversion by 35%. The price increase didn't make a significant difference.
The setup
The brand wanted to know if its prices were too high, too low, or about right. The team tested both at once so they'd know which way to move.
What they tested
Three groups ran at once, with every new price rounded to end in .99:
Control: Current prices.
Variant A: All prices raised 10%.
Variant B: All prices cut 10%.
The results
The test ran for 11 days with US shoppers, reaching about 160,000 visitors and 800 orders split evenly across the three groups. The price cut won on every key metric. The price increase didn't significantly change any of them.
Gross profit / visitor: +30% (price cut), flat (price increase)
Revenue / visitor: +30% (price cut), flat (price increase)
Conversion rate: +35% (price cut), flat (price increase)
Checkout begin rate: +15% (price cut), flat (price increase)
Abandoned checkout rate: -15% (price cut), flat (price increase)
Average order value: flat (price cut), flat (price increase)
Gross profit / order: flat (price cut), flat (price increase)
Every change shown is at 98% confidence or higher. "Flat" means no significant change.
The takeaway
Sometimes the fastest way to grow profit is to charge less.
The 10% price cut brought in about 35% more buyers. Order value and profit per order stayed about the same, so most of those extra sales turned into extra profit. Raising prices 10% didn't change results, so the brand knew which way to move.
Why it worked
Testing both directions gave a clear answer. Running a price increase and a price cut at the same time made it clear which direction the team should go.
The test ran until the results were reliable. It stayed live long enough for the price cut's results to clear 98% confidence, so the win was one the brand could trust.
Run your first price test
See what a price change could do for your profit. Pick the products you want to include, set a price for each group, and track profit per visitor as results come in. Get started here.
