A pricing strategy adjustment increased AOV by 7.4% but caused a 17.5% conversion rate decline. Learn about the trade-offs and key takeaways.
Adjusted Pricing Strategy
Goal
CVR
Result
-17.47% (CVR) CVR
Category
Other
Outcome
Loss Prevented
Before
After
IF we adjust the pricing strategy, THEN average order value will increase BECAUSE customers will perceive better value.
A new pricing strategy was implemented across product lines, adjusting price points on both mobile and desktop platforms to test the impact of higher price positioning on customer behavior.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+7.4%
Average order value
NaN%
Revenue change
-1.3%
visitors
The pricing adjustment caused a severe 17.5% conversion rate decline and 18.5% drop in orders, far outweighing the 7.4% AOV gain. RPV fell 11.3%, confirming the net revenue impact was strongly negative. Customers proved highly price-sensitive, and the higher price points created significant purchase resistance. This was a clear loss that was rolled back immediately.
Detailed results breakdown
Average order value
+7.4%
Lift in conversion rate
-17.5%
Change in revenue per visitor
-11.3%
Change in amount of orders
-18.5%
Revenue change
NaN%
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