How a Simple +€10 Price Experiment Unlocked Higher Profit Without Hurting Conversions
Customer
Ultimate Gainz
Website
ultimate-gainz.com
Platform
Shopify
Industry
Health and Wellness
“TestSignal made it incredibly easy to test pricing without guesswork. In under 24 hours, we identified a winning price that boosted our margins.”
- Ultimate Gainz Team
Visitors
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Order
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Revinue
€0+
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The +€10 price point is the clear winner.
Customers accepted the higher price, conversions stayed strong, and profit per visitor jumped +38%. Ultimate Gainz proved their hero product was underpriced — and unlocked higher margins with data, not guesswork.
About Ultimate Gainz
Ultimate Gainz is a performance-activewear brand built around durability, fit, and premium quality. Their flagship product—the Ivy Seamless Shape Legging—is a top seller with strong community engagement.
But they had one big question: “Are we leaving profit on the table with our current pricing?”
To get answers grounded in data, they turned to TestSignal.
The Challenge
Finding the Right Pricing Without Hurting Conversions
Competitive brands had already increased prices. Ultimate Gainz wanted to know:
Would customers still convert at a higher price?
What’s the highest sustainable price point?
Could they increase profit per visitor without reducing sales volume?
Traditional price changes felt risky.
A/B testing with TestSignal wasn’t.
Experiment Setup
Experiment Type: Price A/B Test
Control Group: Base price
Test Group: Base price + €10
Traffic split: Even across all variants
Duration: Oct 03, 2025 — Oct 04, 2025
Timezone: Europe/Madrid
Products tested: All Ivy Seamless Legging variants
Key KPIs measured: Revenue per Visitor (RPV), Profit per Visitor, AOV, Units per Order, Conversion Funnel behavior, COGS, Gross Margin, per-variant performance.
Key Results at a Glance
Metric | Result | Impact Summary |
|---|---|---|
Profit per Visitor | +38.36% | Major profitability lift per shopper, even with slight unit fluctuation |
Revenue per Visitor (RPV) | +25.86% | Each visitor generated more revenue, proving price sensitivity was low |
Average Order Value (AOV) | +29.05% | Higher price translated directly into larger order size |
Average Unit Revenue | +35.69% | Pricing power increased without reducing perceived value |
Gross Margin | +8.88% | Healthier margins due to higher revenue per unit sold |
COGS | – 32.14% | Higher-margin sales reduced total cost of goods sold |
Conversion Funnel Strength | Stable / Improved | No significant drop in key funnel stages; maintained customer intent |
ATC Rate | +7.56% | Higher price did not discourage adds-to-cart |
Abandoned Checkout Rate | –29.95% | Price increase did not introduce friction; checkout experience improved |
Conversion Rate Trend | +64.86% upward trend | High-intent shoppers still purchased confidently |
Variant Stability | Strong & Consistent | All product colors performed similarly, validating universal price adoption |
Key Insights from the Data
Profitability Increased Across Every Metric
Profit per visitor line chart trending 38.36% higher
Gross margin trending upward
COGS significantly lower in the test group
Net sales only slightly lower, but far more profitable per unit
Interpretation: The +€10 price point made each sale more valuable, even with minor shifts in unit volume.
Conversion Funnel Stayed Healthy
ATC Rate increased (31% total, outperforming Control)
Begin Checkout dropped slightly, but not significantly
Checkout Completion stayed stable
Final Conversion Rate improved trendline (+64.86%)
Interpretation: Customers accepted the higher price, signaling strong product-market fit and perceived value.
Revenue Efficiency Improved
RPV increasing by +25.86%
AOV increasing by +29.05%
Unit Revenue up by +35.69%
Units per Transaction stable (1 per order)
Interpretation: Even without upselling bundles or add-ons, the higher price created more revenue per shopper.
Per-Variant Performance Was Consistent
Across Groen, Rood, Bruin, Zwart, Bordeaux variants:
Stable conversion behavior
Higher Revenue per Visitor
Higher Profit per Visitor
Gross Sales either stable or increased
High Click-Through Rates (5–10%+)
Low Abandoned Checkout rates
Nearly identical visitor distribution across both test groups
The consistency across variants confirms:
The +€10 increase works for the entire legging collection, not just one color.
Final Outcome
+38% Profit per Visitor with a Single Experiment
Ultimate Gainz now:
Maximizes revenue per visitor
Sells fewer units but earns more profit
Understands funnel behavior at a granular level
Uses TestSignal’s per-variant insights to scale pricing across the catalog
Has a repeatable framework for future pricing experiments
This is the power of data-driven pricing.
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