Price increase on bottle bundles
Hypothesis
By increasing the price of 2- and 3-bottle bundles while adding relevant high-perceived-value gifts (sleeve, sip cap, and straw cap), visitors will still perceive the bundles as a strong value due to the included bonuses, thereby preserving or improving conversion rates while significantly increasing contribution margin per order.
What we learned
Raising the price of the 2-bottle bundle from $109.99 to $129.99 and the 3-bottle bundle from $149.99 to $179.99, while adding free gift accessories, reduced conversion rate by 23.15% and revenue per visitor by 19.63%, costing an estimated $1,030,929 in yearly revenue.
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