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Price testing DTC and info offers — when higher wins and when lower unlocks scale

Stefan Georgi's price-test cases (skincare single bottle $59→$79 at the same conversion; a blood-sugar supplement cut from $69/59/49 to ~$39/34/29 that doubled-to-tripled conversions and enabled scale), adding a bigger package, testing a lower front end when ROAS is ~1.3, and CTC's warning about drifting price-per-unit.

Updated 2026-10-24·3 sources·pricingprice-testingdtcsupplementsaovoffersinfo-products

Price testing DTC and info offers

TL;DR

  • Price is one of the biggest and least-tested levers. Split-test it in both directions. People instinctively test lower, so test higher too.
  • Raising one price point can be free money. Skincare offer: single bottle $59 → $79, other tiers unchanged. AOV went up and conversion held.
  • Cutting price can be the scaling unlock. Blood-sugar supplement: $69/$59/$49 per bottle (1/3/6) cut to ~$39/$34/$29. Conversions 2–3x’d, AOV fell, and the offer scaled (to ~$1M a month).
  • Add a bigger package (a 6-bottle option to a 1/3 grid) to lift AOV almost immediately.
  • ROAS ~1.3 at small spend won’t scale. It falls as spend grows. Test a much lower front-end price before rewriting everything.
  • Watch the market’s price per unit (per pill, per serving). If alternatives get much cheaper, you’ve become a functional commodity.

Details

Higher price, same conversion. On a skincare offer doing hundreds of front-end sales a day, Stefan Georgi’s team raised only the single-bottle price from $59 to $79. AOV rose and conversion stayed the same.12 Raising the entry tier also makes the multi-bottle tiers look better value.

Lower price, more scale. For a blood-sugar supplement on Facebook (still running “several years” later at about $1M a month), the grid of $69 for one, $59 per bottle for three and $49 for six was cut to roughly $39/$34/$29. Conversions “doubled or tripled”. AOV dropped, but the higher conversion rate is what let them scale.2 Judge price on CPA and gross profit per visitor, not AOV (Funnel economics "dirty math" — day-zero gross profit and the four levers).

Package structure. Selling only 1- and 3-bottle options leaves money on the table. Adding a 6-bottle option “almost immediately” lifts AOV, especially with copy steering buyers to the biggest pack.3

When metrics are marginal, test a lower front end (2026 workshop).

  • A German men’s dating offer sold a $67 front end (AOV ~$120) via video ad → advertorial → VSL → upsells. It got ~1.3 ROAS at $350/day and broke even. Stefan said that won’t scale because ROAS falls with spend. His first test was a ~$37 price point, to see if conversion triples or quadruples. Only after that would he try other formats.45
  • A LatAm parenting-anxiety brand sells a $9 ebook and is stuck at ~$15 AOV. That’s a sign the money has to come from the back end, not front-end price (Growing LTV behind a low-ticket front end — ascension, WhatsApp communities, list monetisation).6

Price per unit drift (Taylor Holiday, CTC). In consumables such as powders and pills there’s an implied market price per unit. It often drops aggressively without the brand noticing, until the alternatives are so much better value that you can’t win. Offer design has to balance conversion rate, price and margin against the CAC you can afford.78

Disagreements / caveats

  • Hormozi (Am I underpriced? Reading price from sales close rate) warns that matching cheaper competitors cost him ~$50M and that most sellers are underpriced. That’s about sales-led high-ticket offers. In paid-social DTC, Stefan’s blood-sugar case shows a price cut can be right. Test, don’t assume.
  • These are single, unaudited cases with no reported margin impact. A lower price only works if gross profit per customer, after CPA, stays positive or LTV covers it.
  • Price tests on Meta also change who the algorithm finds. See Do order bumps and upsells still pay on Meta? (AOV up, CAC up).

See also

Footnotes

  1. Funnel Economics - “Dirty Math” and Numbers You Need to Scale in eCom and D2C @ 26:22 — Stefan Georgi ↩

  2. Funnel Economics - “Dirty Math” and Numbers You Need to Scale in eCom and D2C @ 27:57 — Stefan Georgi ↩ ↩2

  3. Funnel Economics - “Dirty Math” and Numbers You Need to Scale in eCom and D2C @ 24:50 — Stefan Georgi ↩

  4. Live Copy & Funnel Workshop: Supplements, Subscription Apps, High Ticket and More (Replay) @ 1:52:03 — Stefan Georgi ↩

  5. Live Copy & Funnel Workshop: Supplements, Subscription Apps, High Ticket and More (Replay) @ 1:53:35 — Stefan Georgi ↩

  6. Live Copy & Funnel Workshop: Supplements, Subscription Apps, High Ticket and More (Replay) @ 1:20:56 — Andres (workshop participant) ↩

  7. Ecommerce Growth With a Money-Back Guarantee @ 18:57 — Taylor Holiday ↩

  8. Ecommerce Growth With a Money-Back Guarantee @ 19:44 — Taylor Holiday ↩