Write the hypothesis in one sentence
State what you expect the price change to do and what would count as success. For example, a lower price may need enough additional unit volume to increase total contribution profit, not merely improve conversion rate.
Lock the economic floor first
- Calculate profit per order at each test price.
- Include percentage fees that change with price.
- Include advertising and promotion costs expected during the test.
- Define the lowest acceptable contribution margin before the test begins.
Reduce competing changes
Avoid changing the main image, advertising structure, inventory availability, and price at the same time. Note unavoidable events such as holidays or stock constraints so the comparison is not interpreted as a pure price effect.
Judge total contribution, not conversion alone
A lower price can lift conversion while reducing profit per order. Compare units, net sales, ad spend, contribution profit per order, and total contribution profit across equivalent periods before adopting the new price.