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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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Price Testing

Technically, testing price is simply a component of the offer. But because of its powerful influence on purchase conversions, and other particular qualities, it deserves a separate closer look. It is difficult to price-test when discussing a whole portfolio of products in a large e-commerce catalog. This section describes a single-product purchase (or a single product with a single upsell).

The advantage of price testing on the Web is that you have several desirable conditions:

  • Large numbers of new prospects who have not been exposed to your company before
  • Ability to easily modify pricing displayed to a particular visitor
  • Ability to hold all other factors constant
  • End-to-end tracking and immediate recording of the sale

However, ...

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