8 A/B Testing Tools for Testing Pricing Strategies

Navigating the complex world of A/B testing tools for pricing strategies can be daunting, but this article demystifies the process with insights straight from the industry’s leading experts. Discover how to leverage top platforms to refine pricing models and maximize revenue. From dynamic pricing to seamless experiments, unlock the knowledge needed to make data-driven decisions.

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Use VWO for Pricing Tests

I typically use VWO (Visual Website Optimizer) for pricing tests, but I also encourage companies to explore custom-coded experiments when budgets and technical resources allow.

VWO stands out because it streamlines the entire testing process—from hypothesis creation to statistical validation—on a dashboard that doesn’t intimidate less tech-savvy users. At the same time, custom builds let you isolate the truly unique variables in your pricing model (like niche subscription tiers or pay-as-you-go structures) that aren’t always well-served by out-of-the-box solutions.

For instance, one software company we worked with wanted to test a higher price tier that included premium onboarding support. Using VWO, we split customers into groups for the old and new tiers and discovered that while initial conversions dipped slightly, the lifetime value soared. Another client in e-commerce used a bespoke solution built by our in-house engineering team to experiment with dynamic shipping costs—something most standard A/B platforms weren’t flexible enough to handle. They ended up capitalizing on real-time shipping promotions that boosted average order value significantly.

Dennis Shirshikov, Head of Growth and Engineering, Growthlimit.com

Optimizely and VWO for Pricing

For A/B testing pricing strategies, Google Optimize (before it was sunset) and ConvertKit Commerce A/B testing have been my go-to tools. Now, platforms like Optimizely and VWO are strong alternatives for testing different price points and value propositions.

Why These Tools?

• Segmented Testing: They allow us to test different price structures (e.g., tiered pricing vs. flat rates) across specific audience segments.
  
• Data-Driven Insights: Instead of guessing what price point converts best, we see real-time user behavior and optimize based on conversion rates and revenue per visitor.
  
• No Disruptions to UX: These tools ensure smooth testing without negatively impacting the checkout experience.

We recently tested three pricing tiers for video production services, adjusting deliverables and positioning value-adds. The winning variation increased average order value by 23% while reducing cart abandonment.

Adnan Sakib, Creative Director, Nitro Media Group

Kajabi and ThriveCart for Pricing Tests

We use Kajabi’s built-in A/B testing features and ThriveCart to test pricing strategies because they provide real-time insights into customer behavior, conversion rates, and purchase trends. These tools allow us to experiment with different price points, payment structures, and promotional offers to determine what drives the highest engagement and sales.

We recommend this for digital product pricing tests because it enables us to segment audiences and compare how variations in pricing impact conversion rates and customer retention. ThriveCart allows us to create pricing models for checkout and payment testing, such as one-time payments, subscriptions, and upsells, while tracking which options generate the most revenue.

Analyzing A/B test results and purchase data, we refine our pricing strategies to align with customer expectations, market trends, and long-term profitability goals. This ensures that we maximize sales while maintaining strong customer trust and perceived value.

Kristin Marquet, Founder & Creative Director, Marquet Media

Optimizely for Subscription Pricing

Optimizely has been solid for our pricing tests (been using it since 2019). The interface isn’t fancy, but that’s actually a plus—just drag and drop what you need, hit publish, and you’re running. We ran this test last quarter on our premium tier pricing—honestly wasn’t expecting much, but the data caught me off guard. Conversions jumped enough to make me double-check my tracking setup.

(Quick aside: their reporting backend can be a bit temperamental with custom segments, but nothing deal-breaking.)

The whole thing plugs right into our stack, so tweaking prices doesn’t require engineering to drop everything. I’ve got opinions about some of their recent UI changes, but for pure pricing optimization? Still my go-to. Definitely worth a look if you’re knee-deep in subscription pricing—just make sure your sample size calculations are solid before you start.

Aaron Franklin, Head of Growth, Ylopo

Facebook Ads for Dynamic Pricing

When it comes to testing pricing strategies, I lean towards using Facebook Ads’ dynamic creative capabilities. Leveraging this allows you to test pricing strategies by segmenting audiences and delivering personalized pricing options. We’ve used this method to effectively improve ROI for our clients by targeting price-sensitive segments with custom offers.

A practical example comes from a collaboration with an eCommerce client, where we tested different discount percentages to find the sweet spot that maximized conversions without affecting perceived value. Using Facebook’s powerful analytics, we identified the most responsive audience segments and adjusted our campaigns accordingly. This approach led to a 25% boost in revenue over six months.

The real game-changer here is not just in testing price points but in understanding which audiences respond best to specific pricing strategies. This method gives you insights that are much richer and context-specific, shaping not only your pricing but your entire marketing strategy.

Samir ElKamouny, Founder & CEO, Fetch & Funnel

Dynamic Yield for Real-Time Pricing

What I love about Dynamic Yield is that it enables real-time pricing adjustments based on customer actions. If a user adds an item to their cart but hesitates, Dynamic Yield can automatically test a slight price drop to push conversion. This makes pricing tests more fluid and adaptive rather than static A/B comparisons. For example, if a customer abandons their cart after adding multiple items, Dynamic Yield can offer a discount on the total price to incentivize them to complete the purchase.

It also uses machine learning algorithms to personalize pricing for individual customers based on their past behavior and browsing patterns. This has significantly increased our revenue by 35% within just three months of using it. I highly recommend Dynamic Yield for any e-commerce business looking to optimize its pricing strategy and increase conversions.

Stefan Van der Vlag, AI Expert/Founder, Clepher

Stripe for Seamless Pricing Experiments

When it comes to testing pricing strategies, Stripe Pricing Experiments stands out as a pragmatic and data-driven choice, especially for businesses that already process payments through Stripe. Unlike standalone A/B testing platforms that require complex backend integrations, Stripe’s native pricing experimentation tools allow for seamless implementation without disrupting the existing billing infrastructure. This is particularly useful when testing different pricing tiers, subscription models, or payment methods to understand their direct impact on revenue and conversion rates.

One of the key advantages of using Stripe’s Platform Pricing Testing Tool is that it allows businesses to simulate pricing changes on historical transactions. Instead of running a live A/B test that risks revenue loss or customer frustration, you can apply new pricing models to past data and analyze how different fee structures would have affected profitability. This means I can get actionable insights before committing to any major pricing shift, making it an incredibly risk-averse approach compared to traditional A/B testing methods.

For live experimentation, Stripe also supports A/B testing for payment methods directly from the dashboard. This is critical when introducing new checkout experiences, localized payment options, or promotional pricing models. The ability to roll out new payment methods to a subset of users and measure conversion impact in real time ensures that pricing decisions are backed by empirical data rather than guesswork. For any business where pricing directly influences user retention and acquisition, this level of testing precision is invaluable.

Mohammad Haqqani, Founder, Seekario

Intellimize for Personalized Pricing Tests

I like using Intellimize for A/B testing pricing strategies because it utilizes AI to personalize website experiences for each visitor. Its pricing personalization feature allows me to test and optimize different pricing options based on individual behaviors, demographics, and preferences. This way, it helps businesses identify the most profitable pricing model for different customer types without running manual tests.

What impressed me the most was Intellimize’s ability to continuously learn from user interactions and automatically adjust pricing recommendations in real time. This has resulted in a significant increase in conversions and revenue for my business. For example, a recent test showed that offering a limited-time discount specifically to visitors from certain regions led to higher conversions and revenue compared to a flat discount for all visitors.

Kevin Baragona, Founder, Deep AI

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