Charm Pricing vs Round Number Pricing A/B Test

Gross revenue per visitor

Compare total gross revenue per assigned visitor to check whether rounding changes revenue.

• Purchase conversion rate (CR)Track purchase rate at each price point.
• Product detail click-through rateCompare clicks from the listing to product pages.
• Gross marginAccount for the actual price difference and the mix of products purchased.
• Price-related complaintsTrack price-related support contacts or complaints in both arms.

• Price setDefine the rounded and whole-number price for every eligible product before launch.
• CategoryReview results within product categories defined in advance.
• SurfacesKeep each visitor's assigned price consistent on listings, product pages and checkout.
• TypographyKeep font size, decimal styling and badges unchanged.
• PromotionsKeep discounts and promotion terms fixed during the test.

1. 1Keep the planned price difference small and predefined; even a small change affects what shoppers pay.
2. 2Avoid periods with promotions that cannot be held constant.
3. 3Do not change price formatting and discount badges together.
4. 4Keep the format consistent within each category.
5. 5Review total revenue, not conversion alone.