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Increasing price to $37 vs. $39?

by MaksP
11 replies
  • CRO
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Hello my fellow warriors,

I am going to increase the price of my product.

I was thinking of increasing it to $37 but have read a couple threads on here that say to go with $39.

Which would give a better conversion rate in your opinion?

The Vertical Jump Truth - Dunk In 12 Weeks!
#$37 #$39 #increasing #price
  • Profile picture of the author MelanieandMiles
    Three words to answer this one.... Test, test, test!!!

    No one's opinions will truly give you more insight than an A/B split test with 1,000, or 5,000 visits would.

    Honest guess.... $37.

    But, my honest guesses are proved wrong via split testing at least 49.9% of the time.


    Now you want to know a real 'trick'?

    Once you figure out whether $37 or $39 are your sweet spot, run a split test for $10 more.... Same sales page, same everything.... Just at $47 or $49 depending on what won your last test.

    A few less sales/1000 could still mean more revenue per/1000 and perceived value is an interesting subject.
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    • Profile picture of the author dburk
      Hi MaksP,

      My opinion is that you should test it and let the test results guide you.

      Seriously, I strive as much as possible to remove opinions from marketing decisions, I tend to get better results using data instead of opinion. Your question begs for an A/B split test. Instead of asking us for opinions, ask us how to setup a split test to let the data give you a fact, rather than an opinion.
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  • Profile picture of the author chaotic squid
    Yea I'd do some testing, both are popular price points but depending on your traffic, one might do better than the other.

    BTW I remember you posting before about your landing page (I think it was you), and it looks a lot better than when I saw it last
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  • Profile picture of the author TrafficExpert
    Only way to find out is testing. Also try testing a higher than normal price range. You might be surprised at the results.
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  • Profile picture of the author kiddoman
    Originally Posted by MaksP View Post

    Hello my fellow warriors,

    I am going to increase the price of my product.

    I was thinking of increasing it to $37 but have read a couple threads on here that say to go with $39.

    Which would give a better conversion rate in your opinion?

    The Vertical Jump Truth - Dunk In 12 Weeks!
    I'd prefer $39 coze in most people's mind, there's no difference between $37 and $39 but there's difference between $37 and $40 and you can earn $2 more for each sale. And, if you think it is proper, you can increase your price from $39 to $39.95 or $39.99.
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    • Profile picture of the author pjman
      You simply can't A/B test price ever!

      Explanation, if you need it:

      Why You Should Never A/B Test Your Pricing Strategy

      Do a weekly test for 2 weeks on similar transaction periods. That is the best way to do it.

      It took me a while to learn this.
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      • Profile picture of the author dburk
        Originally Posted by pjman View Post

        You simply can't A/B test price ever!

        Explanation, if you need it:

        Why You Should Never A/B Test Your Pricing Strategy

        Do a weekly test for 2 weeks on similar transaction periods. That is the best way to do it.

        It took me a while to learn this.
        Hi pjman,

        Sorry, but I have to disagree with your assertion. I have performed market price testing for 25 years. Split testing price works well when you setup and conduct the test properly.

        The author of that article was simply pointing out an alternate method which might be suitable for certain circumstances. He pointed out a number of common mistakes people make when conducting tests and incorrectly inferred that A/B testing was flawed because a person might do it wrong. It's not that A/B testing method is flawed, it is just that you cannot implement testing improperly and get valid results. Duh... that's true no matter what you are testing.

        Not surprisingly, the authors solution was available in a book that he sells. Shame he felt the need to malign a solid scientific method in order to sell copies of his book.
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      • Profile picture of the author nicholasb
        lol thats the dumbest thing I've ever read. You should always split test pricing.

        the guys who taught me have made hundreds of millions of dollars and they all say to split test price and split testing price has served me well over the last 8 years

        Originally Posted by pjman View Post

        You simply can't A/B test price ever!

        Explanation, if you need it:

        Why You Should Never A/B Test Your Pricing Strategy

        Do a weekly test for 2 weeks on similar transaction periods. That is the best way to do it.

        It took me a while to learn this.
        Signature
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  • Profile picture of the author CorrineMartin
    My honest guess would be $37 as with all split tests I have done so far indicates lower the amount that they have to pay, more the conversions you are likely to get..

    Of course test is the only thing that will tell!
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  • Profile picture of the author a2hosting
    Intuitively $37 is going to win just because of the mere fact that it is cheaper. With that in mind, I would maybe throw in a $35 test so you can get a bit of a curve to see the conversion rate versus price.
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  • Profile picture of the author nicholasb
    here is what you do, setup a split test. One for $37 and one for $39 send a few thousand visitors to it and see which one converts the best, that way you know 100% for sure and aren't going just off what you hea others saying
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