Pricing is one of the most powerful conversion optimization levers available to e-commerce brands. Now, brands migrated to the new Apple Pay API can test different pricing strategies directly in FERMÀT—without making any changes to Shopify.
This allows you to experiment with actual prices and compare-at prices at the variant level, enabling faster, lower-risk testing that's essential for margin-sensitive brands.
What's in this guide
What is Price Testing?
FERMÀT Price Testing lets you adjust product pricing in your FERMÀT funnel without changing your Shopify store. This gives you a fast and low-risk way to test how different prices affect conversion rate and average order value (AOV).
The prices you set in FERMÀT create a separate testing layer, allowing you to experiment with pricing without changing your original prices in Shopify.
How to Set Up Price Testing in FERMÀT
To have access to Price Testing you must be sure that your brand has:
Accepted the new Shopify permissions
Settings > Billing Integration
Migrated to the new Apple Pay API
Settings > Apple Pay
Important: Price testing is only available for One-Time Purchases. Pricing cannot be overridden for Subscription plans.
Click Product tab
Select the product you want to run a price test for.
On the right, click on Settings, then select Purchase Options & Pricing.
In the Variants tab, input your desired “actual” and “compare-at” prices.
Click Save & Publish. The updated prices will automatically appear on the PDP and carry through to the cart and checkout.
To revert to your original Shopify pricing and pause the test, click Reset to Shopify.
[Optional] To test different Subscription prices:
Go to your Shopify store and create a new selling plan.
Once the pricing syncs to FERMÁT, you’ll be able to toggle Subscription selling plans on or off in FERMÀT for testing.
Best Practices
Pricing is one of the most impactful levers in your CRO (Conversion Rate Optimization) strategy. Even small adjustments can significantly influence conversion rates and average order value (AOV).
Popular Price Testing use cases:
Tariff-impacted or margin-sensitive brands needing to assess price change impacts
Companies enhancing full-funnel experimentation beyond content and layout adjustments
Brands responding to competitive pricing changes or seasonal market shifts
Price Testing 101
Start small: test $1–$5 price differences
Focus on best-selling variants
Test one variable at a time (either “price” or “compare-at price”)
Track conversion rate as the primary signal
Monitor AOV and revenue per visitor
Evaluate customer acquisition cost relative to new pricing
How to Run a Seasonal Price Test
If you’re an apparel brand planning a seasonal promotion, like a summer sale, you can use FERMÀT Price Testing to experiment with discount levels and identify the most effective price point without changing your Shopify store or risking your margins.
Example scenario:
You want to test which discount level on your swimwear collection drives the most conversions and revenue.
Here’s how to set it up:
Choose your product variant (e.g., best-selling swimsuit)
Set Variant A with a 20% “compare-at” price and a 10% “actual” price
Set Variant B with a 15% “actual” price (no compare-at price)
Run the test and compare performance between both variants
Analyze the results in your FERMÀT dashboard
What you might learn:
The 15% discount may convert better than the 10% discount, even with a lower per-unit margin, resulting in higher overall revenue.