Lessons from More Than 1,000 E-Commerce Pricing Tests.

This article discusses the importance of pricing decisions for retailers and business owners and the benefits of conducting price testing or A/B testing. The authors share their experience of running over 1,000 price tests across more than 300 e-commerce retailers, which resulted in improved pricing strategies and increased gross profits. The article highlights that retailers often overprice their products but underprice shipping fees. The authors provide concrete examples of price experiments conducted with a direct-to-consumer brand, Sheets & Giggles, and emphasize that price testing is a valuable tool for retailers to generate data and insights to improve pricing decisions. [Extracted from the article]