Biddlebee, a brand focused on hydration products, wanted to experiment with their pricing strategy for one of their best-selling products: a hydration bottle. The goal was to test if decreasing the price by $5 would increase sales volume and overall revenue per visitor.
Biddlebee aimed to assess whether reducing the price of their hydration bottle from $29.95 to $24.95 would result in higher sales, increased revenue per visitor, and improved profit margins. While an increase in the number of purchases was expected, they needed to ensure that the overall profitability would remain intact.
The hypothesis was that lowering the price by $5 would drive more people to purchase the product, increasing the total number of conversions. This would, in turn, lead to higher total revenue and greater profitability through increased sales volume.
Using the Elevate A/B Testing app on Shopify, Biddlebee conducted a price test with the following setup:
The cost to produce and ship each hydration bottle is $18.
The results showed that while the variation (lower price) led to more purchases, the control group (original price) outperformed it in both revenue per visitor and profit per visitor:
This test highlights that while a price reduction can drive more sales volume, it does not necessarily translate into higher revenue or profit per visitor. In this case, the control group's original price of $29.95 was more effective in maximizing profitability, even though fewer units were sold.
The A/B test at Biddlebee confirmed that maintaining the original price of $29.95 for their hydration bottle was more profitable on a per-visitor basis. While the lower price of $24.95 attracted more buyers, it did not generate higher overall revenue or profit. Biddlebee can now confidently maintain their pricing strategy, ensuring both customer satisfaction and business profitability.
Elevate takes the guesswork out of pricing. Our platform uses data-driven insights to optimize your overall profit margins, guaranteeing measurable results. Grow your revenue with confidence.
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