“I Think This Should Work...” — And Other Hunches Worth Testing

If you’ve ever found yourself staring at your product pricing and thinking “I bet this would sell better at $34 than $39”, you’re not alone. Most of the Shopify merchants I talk to have strong instincts about what might move the needle.

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But here’s the thing I’ve learned after working with dozens of brands at ABConvert:

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A hunch is where you start. But data is how you grow.

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Why pricing A/B tests matter

Pricing has a direct effect on both conversion rate and revenue per visitor. The sweet spot isn’t always the lowest price—it’s the one that balances purchase intent and profit margin. That’s why testing is essential.

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Let’s say you sell a product for $34 and test it against $39. If conversion holds steady or drops only slightly, the increased margin could drastically improve your profit per sale. Without testing, you're guessing. With testing, you're compounding.

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Businesses are already leveraging pricing experiments to:

• Boost revenue per session
• Find optimal pricing tiers
• Understand price sensitivity by product type

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ABConvert is built from the ground up for Shopify, meaning we go deep in execution—especially around price integrity, order data tracking, and real A/B test structures.

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Common hunches Shopify merchants test (and WIN with)

Here are the kinds of hunches ABConvert helps you test, straight from our pricing use case library:

• “This product could probably sell for more.”
• Test $29 vs. $35 and see how conversion holds.
• “A bundle might increase AOV.”
• Compare a 2-pack at $49 vs. a 3-pack at $59.
• “I wonder if rounding down helps.”
• Try $39 vs. $40 to test psychological price points.
• “Can we raise prices without hurting sales?”
• Run a 10% price lift across a collection and measure both CVR and revenue per visitor.

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It starts with a hunch. But once you see the data—you either validate it or improve it. You just need a structured test, clean data, and a little patience. That’s all.

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One of my favorite examples comes from a merchant we worked with who had a best-selling product priced at $34. They were seeing solid traction, but they had a hunch: “We think we can raise the price and still keep conversions strong.”

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They didn’t want to guess. They wanted proof. So we helped them run a pricing A/B test: $34 vs. $39.

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The result? A 6% boost in AOV without hurting conversion

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The numbers spoke for themselves. The higher price point held up—conversion barely budged, and the average order value jumped. That extra $5 per order compounded into thousands in additional revenue over just a few weeks.

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And here’s the kicker: if they had never tested, they would’ve left that money on the table, convinced $34 was the best price.

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That’s why I always say: Back your hunch with data. It's one of the simplest (and most overlooked) growth moves available to Shopify merchants.

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Best Practices for Pricing Tests on Shopify

To maximize your success:

• Start with products that already get consistent traffic – more data, faster insights.
• Test meaningfully different price points – small differences might not move the needle.
• Be patient for statistical significance – don’t call a winner too early.
• Communicate internally – sales, support, and ops teams should be aligned on test periods and pricing.

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Pricing Tests = Profit Experiments

In the ever-competitive world of DTC ecommerce, price testing gives you something most brands lack: confidence. Confidence that your prices aren’t just covering costs—but maximizing growth.

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With ABConvert, you don’t need to be a data scientist or developer to run rigorous price experiments. But you do need to be strategic—and just a bit patient with theme checks.

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And that brings me to my last point

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Price tests require a theme check: A crucial step that needs your patience

Unlike other test types (e.g. copy or layout changes), price tests require changes to how prices are rendered on your store. This means we need to analyze and adapt your Shopify theme before launching a pricing experiment.

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And yes, that can take 1–3 days depending on when you start and how customized your theme is.

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We get it - weekends, sales rushes, tight calendars. For fast-paced Shopify merchants, this can feel like a blocker. But skipping theme checks just to move fast is a gamble not worth taking.

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Theme checks ensure that:

• Prices show correctly across all devices and page types
• Test groups aren’t exposed to errors or broken experiences
• Orders track accurately in your Shopify checkout

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We’ve seen merchants get antsy and want to launch immediately—but once we walk them through the logic, they usually get it. It’s like laying down the rails before you run the train. If you’re planning to run a pricing test, build in a few days for theme check. It’s a one-time process for each theme version, and once it's done, future tests are frictionless.

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One-time setup. Ongoing flexibility. Worth the wait.

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All in all, don’t trust your gut. Test it.

If there’s one thing I’ve seen over and over again, it’s this:

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The merchants who test pricing consistently outperform those who don’t.

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They move from “I think…” to “I know.”

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They stop guessing—and start scaling.

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So, next time you feel that pricing itch, don’t fight it. Test it. Back your hunch with data, and give yourself the confidence to make smart moves.

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You’ve got the instinct. We’ve got the testing engine.

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