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Bundles From Similar or Mixed Price Tiers A/B Test

A bundle with items across different price ranges may make it harder to judge the expensive item on its own.

  • Product page
  • Revenue per visitor (RPV)

Option A vs Option B

Two alternatives; neither is the incumbent.

Changed
Options
Page
Product page
Difference
changed

Hypothesis

A similar-price bundle reduces that comparison but may serve fewer needs. Because the products differ, this tests two specific bundle compositions and cannot isolate price range alone.

How to run this test

Primary metric

Revenue per visitor (RPV)

Compare revenue per visitor for the two defined bundle compositions.

Other metrics

  • Bundle selection mixReport which bundle or single-item option each visitor selects.
  • Return rateCompare returns over the same follow-up period and record bundle contents and return reasons.
  • Average order valueCalculate per completed order, using the same revenue definition for discounts and cancellations.

What to check before and during the test

  • CompositionDefine one bundle made of similarly priced items and one mixed-price bundle.
  • Product setKeep quantity and use case as similar as practical; record unavoidable product differences.
  • PresentationKeep price explanation, placement and any savings calculation unchanged.
  • FlexibilityKeep item-removal and single-item purchase rules the same.
  • AudienceReview predefined buyer groups.

Setup mistakes to avoid

  1. 1Do not change bundle composition and total price together.
  2. 2Do not add out-of-stock or low-quality items just to fill a bundle.
  3. 3Calculate stated bundle savings from actual standalone prices.
  4. 4Do not hide the single-item option or force shoppers to buy the full bundle.
  5. 5Do not combine unrelated product categories solely to reach a target price.