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What is a price test?

A price test allows you to show different product prices to different groups of visitors so you can identify the pricing strategy that drives the best business outcome, whether that is a higher conversion rate, increased average order value, or improved profit margins. ABConvert uses Shopify Functions to apply price changes dynamically at checkout without duplicating products or modifying your product catalog. Your existing products, variants, inventory, and integrations remain fully intact.
Price tests are available on the Growth plan and above.

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When to use it

  • Increase profit margins: Test a higher price point to see whether increased margins offset any potential drop in conversion rate.
  • Increase conversion volume: Test lower pricing to drive more purchases, customer acquisition, or inventory sell-through.
  • Optimize psychological pricing: Compare pricing formats like .99 vs .00 or round numbers vs discounted-looking prices.
  • Test premium positioning: Validate whether a higher price improves perceived product value and customer quality.

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When NOT to use it

  • You sell subscription products. Price tests are not compatible with subscription products.
  • You only want to test a discount. Use an offer test when the price stays the same and you want Shopify to apply an automatic discount.
  • You need to change products or prices after launch. You cannot update the tested products or pricing once the test is live. Close the test and start a new one instead.
  • Your ad feeds must always show one public price. If Google Ads or Meta Ads are sensitive to price mismatches, exclude the tested products from ad feeds or route ad traffic to Control.

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Theme review

If you are running a price test for the first time, you will see a modal asking you to request a theme review before launching your test. Our team reviews your theme to confirm it is compatible with price tests. Theme reviews are typically completed within 1–2 business days.

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Set up a price test

1

Create a new price test

In the ABConvert dashboard, click Create New Test and select Price Test.
2

Add basic information and configure traffic split

Enter a descriptive name for your test, write a clear hypothesis, and select your primary success metric. By default, traffic is split evenly between the Control and Variant groups. You can adjust the traffic allocation or add additional variants.
3

Configure your audience

Define which visitors should enter the test using audience targeting and traffic allocation rules. Read more in the Audience targeting guide.
4

Select products to test

Choose the products you want to include in the test. You can filter products by collection, product type, vendor, or tags.
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5

Configure pricing for each variant

Enter the prices you want to test for each variant directly in the pricing table. You can manually edit prices, use quick fill for bulk updates, or add additional markets for multi-currency pricing.
Multi-market price testing is available on the Scale plan and above.
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Price update tips:
  • Use Quick fill to automatically populate prices in bulk.
  • Use Upload CSV to update variant prices faster using a CSV file.
6

Review and launch

Review your full test configuration, including the visitor flow and pricing setup. We recommend using Preview test to check your prices on the storefront before launching. When everything looks correct, click Launch test.

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Analyze results by product

Every price test automatically gets a product group containing its tested products. On the Analytics dashboard, open Filters and select the group marked In this test to filter results to those products and see a per-product breakdown.

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Common mistakes

  • Skipping Preview test. Preview each test group on the storefront, cart, and checkout before launch so price display matches the price applied at checkout.
  • Treating conversion rate as the only win condition. A lower price can lift conversion while lowering profit. Compare conversion rate, average order value, and profit before choosing a winner.
  • Setting up your first price test on launch day. First-time price tests may need a theme review before launch, and reviews typically take 1-2 business days. Set up the test and request review earlier so launch day is not blocked.

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Price test FAQs

No. ABConvert uses sticky bucketing stored locally in the visitor’s browser. Once a visitor is assigned to a variant group, they continue to see the same price for the duration of the test.
You can use Preview test to navigate your store as if you were assigned to a specific variant group. This allows you to confirm prices display correctly across your product pages, cart, and checkout before visitors see them.
Our team reviews your theme during the theme review process and will let you know if we identify any compatibility issues before launch. Because ABConvert uses Shopify Functions and keeps your original variants intact, price testing is compatible with most third-party apps, inventory management systems, and page builders.
Running price tests while sending traffic from Google Ads or Meta Ads can sometimes cause price mismatch warnings if ad crawlers detect a different storefront price than the price shown in the ad. We recommend either excluding test products from your ad feeds or always routing ad traffic to the control group.
No. ABConvert price tests are not compatible with subscription products.
No. You cannot update products or pricing after launching the test. Make sure all settings are correct before you launch.