Eben PaganDiscovery Hub

Always test higher prices counterintuitive results

Always test higher prices — you might be surprised. When I raised my ebook from $29.95 to $39.95, sales volume actually increased and total revenue went up, defying conventional wisdom about price and demand. Test multiple price points on every launch. Even a 10 percent price increase that maintains your conversion rate can double profitability. Most entrepreneurs undercharge because they assume they know the right price without testing it. The marketplace will tell you what price maximizes revenue, but only if you actually run the test. Price is a variable, not a fixed truth. Treat it like any other assumption — go check if it's right.

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Always test higher prices — you might be surprised. When I raised my ebook from $29.95 to $39.95, sales volume actually increased and total revenue went up, defying conventional wisdom about price and demand. Test multiple price points on every launch. Even a 10 percent price increase that maintains your conversion rate can double profitability. Most entrepreneurs undercharge because they assume they know the right price without testing it. The marketplace will tell you what price maximizes revenue, but only if you actually run the test. Price is a variable, not a fixed truth. Treat it like any other assumption — go check if it's right.

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    Raising Price From $29 to $39 Increased Both Sales and Revenue

    Test different prices systematically rather than assuming you know the right price. Eben discovered that raising his ebook price from $29.95 to $39.95 actually increased both the number of sales and total revenue, defying conventional wisdom about price-demand relationships.

    → Canonical answer
  • Answer

    Always Test Higher Prices on Every Launch

    Yes, always test higher prices. Sometimes higher prices actually increase sales volume while obviously increasing revenue. Test multiple price points on every launch - even a 10% price increase that maintains conversion rates can double your profitability.

    → Canonical answer