Day 146: Testing Price Increase to Lift Average Order Value

The numbers continue to swing day by day, which is exactly why the focus has shifted from just driving more traffic to extracting more value from each customer.

Revenue is still coming in, but the margin pressure is obvious. When average order value drops and upsells underperform, even solid sales days start to feel tight.

Rather than chasing volume right now, the smarter move is to look at pricing mechanics inside the funnel.

Why This Test Matters

Up to now, most optimisation has focused on conversion rate, creatives, and page design. That improves how many people buy.

But there’s another lever that can be just as powerful: how much each buyer is worth at the moment of purchase.

If you can increase AOV without hurting conversion rate too badly, profit can rise dramatically even if traffic stays the same.

A small shift in price can outperform weeks of ad optimisation.

The Core Problem

The front-end offer converts. That’s been proven. But with upsells not consistently firing, too much of the funnel’s performance depends on that first purchase.

So the question becomes:

Can the front-end itself carry a bit more of the revenue load?

That leads to today’s test.

What’s Being Tested

A pricing variation on the core offer.

Instead of relying entirely on backend improvements, this test looks at whether a modest price increase can be absorbed by the market without a major drop in conversion rate.

This isn’t about a dramatic jump. It’s about a controlled adjustment to see where the resistance point actually is.

Often, course creators underprice out of fear. But if the perceived value is strong, a higher price can:

increase revenue per sale
filter for slightly more committed buyers
sometimes even improve perceived quality

The key is data, not guesswork.

How the Test Is Structured

This will run as a clean A/B split.

Version A

Current price structure, unchanged. This remains the control.

Version B

A slightly higher price point on the same offer, with no major copy changes.

Everything else stays identical so the only real variable is price.

What to Watch

This test isn’t judged on conversion rate alone.

The real metric is earnings per visitor and overall profit, not just how many people click “buy”.

If conversion drops slightly but revenue per visitor rises, that can still be a win.

But if conversion collapses, then the market has clearly drawn the line.

The Bigger Strategy Behind This

This isn’t random experimentation. It fits into a bigger plan.

Right now the funnel is being strengthened in three ways:

Improving conversion through page design testing
Stabilising ads with more creative diversity
Increasing customer value through pricing and backend offers

The price test sits right at the centre of that.

If it works, it reduces pressure on upsells and makes every sale more valuable immediately. That creates breathing room while the 60-day email automation is being built out.

The Reality of This Stage

This is the optimisation phase, not the explosive growth phase.

These changes are quieter, more technical, and less exciting — but they’re often what separate fragile funnels from durable ones.

Instead of just pushing harder on ads, the focus is on making the machine itself more efficient.