How Bloon Paris Used Price Test to Confidently Raise US Prices by $50

Raising prices is never comfortable. Bloon Paris, a French design brand that creates stylish ergonomic balloon chairs, faced rising customs and logistics costs that made their US store increasingly unprofitable. 

Due to higher customs fees and costs at the US border, their US store was becoming less profitable.

To protect margins without hurting conversions, Myriam Esnault, ecommerce lead at Bloon Paris, used ABConvert to test a strategic $50 price increase across all products.

Why they ran the test and what they discovered

The goal was simple: understand whether customers would accept a higher price while maintaining a healthy conversion rate.

The team ran a one-month price test on the US site:

• They increased all US product prices by $50 to offset growing customs fees. 
• The variant initially converted slightly higher, then slightly lower, but the difference was negligible. 
• What mattered was the margin contribution: the higher-priced variant delivered an almost +18% uplift in gross margin per visitor.

Myriam stopped the test once the data was clear. The higher price produced significantly stronger margin performance with no meaningful drop in conversion.

The variant converted slightly less in the end, but it was not significant. Revenue per session was higher and margin per visitor improved a lot, so the decision was easy. ── Myriam Esnault

Behind the success 

ABConvert helped ensure the test was set up correctly and ran smoothly. 

Myriam highlighted that the support during setup was the most valuable part, especially for confirming that every price point was being changed consistently across the storefront.

Knowing that the test had been set up correctly gave Myriam confidence in the results and removed the worry that a technical mistake might distort the data.

Your help with setting up the test was very valuable. I was sure everything was correct and that I was not doing anything wrong. ── Myriam Esnault

Insights and approach 

1. Test before you change prices
Even if a price increase feels unavoidable due to costs, validating it with an experiment makes the decision much safer and easier to explain internally.

2. Look beyond conversion rate
In this case, conversion moved only slightly. The real story was in gross margin per visitor, which showed a clear improvement. Profit per visitor is often a better guide than conversion alone.

3. Run the test long enough
A full month gave Bloon Paris enough sessions and time to see the early behavior, the later behavior, and to check that the difference in conversion was not statistically significant.

4. Use tests to support bigger seasonal decisions
The test allowed them to raise prices before the sales period while still running promotions profitably.

Conclusion

By raising US prices by 50 USD, Bloon Paris achieved a meaningful lift in gross margin per visitor while keeping conversion steady, allowing them to remain profitable despite rising customs costs.

The test also gave the team confidence to move into the Black Friday period with a stronger margin structure.

Their experience shows how a single well designed experiment can turn uncertainty into a clear, data supported decision.

Brands looking to validate pricing or UX ideas can explore similar tests using ABConvert with the 14 day free trial.