Price Testing for Shopify Brands: A Fast and Actionable Framework - by ABConvert & PM Digital

Inside the Strategy: Interview with PM Digital

We sat down with Paddy McLarnon, founder of PM Digital, to go deeper into the strategies behind the guide.
In this interview, he shares how their team runs pricing experiments for high-growth Shopify brands — and why ABConvert became their go-to tool for fast, reliable testing.

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If you’re a Shopify brand navigating rising CAC, margin pressure, and flat AOV, pricing is likely your biggest untapped lever.

But too often, price testing gets sidelined. It’s seen as risky, technically complicated, or just a bit too “advanced” to prioritize over copy tweaks and layout tests.

PM Digital, a Shopify-focused CRO agency, used to feel the same way.

“Price testing wasn’t something we led with. But for brands doing €50k+ per month, it’s the fastest way to get revenue clarity without spending more on traffic.”
— Paddy McLarnon, PM Digital

Together, ABConvert and PM Digital have developed a faster, safer way to test prices, built around merchant realities, not theory.

Let’s walk through that framework, with real examples from ABConvert data, and explain why each step matters.

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Why price testing often gets overlooked, and why it shouldn’t

In our analysis of over 10,000 tests across Shopify brands, fewer than 25% of early-stage merchants try a price test in their first 90 days. Most default to testing button colors, headlines, or layout tweaks.

But here’s what gets missed:

Price is a leverage point that affects both your top line (revenue) and your margin (profit), and it doesn’t require more traffic to move the needle.

“Price testing wasn’t something we led with. But for brands doing €50k+ per month, it’s the fastest way to get revenue clarity without spending more on traffic.”
— Paddy McLarnon, PM Digital

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Real example of price testing:

• A fitness accessories brand tested €49 vs. €59 on a top product.
• AOV increased by 12%, CR stayed nearly flat.
• Net result: +11% Revenue Per Visitor (RPV).
• They raised prices and grew revenue without changing ads, layout, or spend.

Most stores spend thousands trying to improve ROAS. But the same outcome, better revenue per visitor, can be achieved by simply finding the right price. That’s exactly why ABConvert and PM Digital teamed up to create a tactical, actionable guide for Shopify brands: Price testing framework for Shopify stores. It’s a field guide based on:

• 500+ real price tests
• Use cases from high-growth brands like Shield, Jubilee, and Smartwatchmagazijn
• Tactics proven to increase AOV, RPV, and margin — not just CTR

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You’ll learn how to

• Know when it’s time to test pricing (and when not to)
• Set up A/B tests without duplicating products
• Run high-impact tests like bundles, threshold nudges, and tiered pricing
• Track the right metrics — not just conversion rate
• Avoid the biggest mistakes that kill profit

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