Bundling To Boost 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.
Popular products were combined into lightly discounted bundles. Multiple bundles were created, with bigger discounts for bigger 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.
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%).