Bundling To Boost Conversion Rate

Goal: Increase Conversion Rate

In an effort to both a) increase average revenue per order and b) raise the perceived value of a core product, bundles were added to an existing product catalog.

Action: Package popular products into bundles

Popular products were combined into lightly discounted bundles. Multiple bundles were created, with bigger discounts for bigger bundles.

Action: Develop high priced bundles

High price bundles were developed, allowing us to position costly products alongside core products. Leveraging the psychological phenomenon known as "bracketing," these high priced bundles made our core products seem less expensive.

Result: +8% Conversion Rate, +7% Avg. Order Value

In the six weeks following the launch of the new bundles, we measured a substantial increase in conversion rate (+8%) as well as higher average order value (+7%).