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Pricing

Bundle Value Display A/B Test on a Pricing Page

A substantiated value comparison can clarify what a package includes.

  • Pricing
  • Revenue per visitor (RPV)

Control vs Variant

Absent on one side, present on the other.

Changed
Presence
Page
Pricing
Difference
added

Hypothesis

An inflated total can undermine trust in the offer. Test how one verifiable package value is presented while keeping the package, selling price, and comparison basis unchanged.

How to run this test

Primary metric

Revenue per visitor (RPV)

Compare revenue to see whether showing an itemized value changes results.

Other metrics

  • Purchase conversion rate (CR)Check whether purchase rate increases.
  • Return rateTrack returns over the same follow-up period in both arms.
  • Average order or plan valueUse purchase value to help explain revenue changes.
  • Value-claim support contactsTrack questions challenging the value claim.

What to check before and during the test

  • Total valueAdd one documented monetary value next to the price.
  • EvidenceDefine the calculation and source before the test.
  • FormatUse one total in this test; itemized value is a separate format comparison.
  • Price differenceDo not change the claimed value to make the savings appear larger.
  • AudienceReview results among predefined buyer groups for whom the offer is relevant.

Setup mistakes to avoid

  1. 1Do not assign a separate price to an item that is not sold separately.
  2. 2Do not show an unverifiable reference value next to the price.
  3. 3Do not change value presentation and package contents together.
  4. 4Check market rules before displaying reference prices.
  5. 5Do not call a win from conversion alone without checking returns.