The Straddle

Increase and decrease the price of every product by 10%. This is a great place to start as it will give you a look at elasticity across the board. If you don't want to start with your entire store, pick a few products or a collection to test first and iterate from there. Check out this case study on a brand who recently ran this type of test on their main collection and found that the lower price group generated nearly a 40% lift in conversion rate which yielded a 15% increase in revenue.

What this test design might look like:

	Control Price	+10%	-10%
Product A	$10	$11	$9
Product B	$20	$22	$18

The Control Group should almost always be equal to what is currently live on the site - keeping one group consistent will keep your baseline consistent, giving you the most actionable results.