Two counterpoints: I have done a/b tests where increasing the price of the product increased the conversion rate. The original price was to low and the custome

Two counterpoints: I have done a/b tests where increasing the price of the product increased the conversion rate. The original price was to low and the customers thought this was a cheap non quality product. Also I, and many people I know, are not shopping for the lowest price, but for the best overall package. (Reputation of seller, return policies, shipping duration, display of the product in the shop, filter and search abilities to find the right product in the shop, ...) There are of course many users who simply want the lowest price, but one important thing if you a/b test is: You don't have to go with the biggest group of users (in this case price sensitive), there are so many other oppurtunities if you understand your users. In e-commerce these oppurtunities open especially often, if the user is not exactly sure what product/brand he needs or wants to buy. Competing on price is really hard, competing on advice is often easier as a small shop.