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Background
Venice Body, a renowned brand in the skincare market, sought assistance from Aybee to boost sales by optimizing the pricing strategy of their best-seller product, “Self-Tan Drops.”
The primary objective was to identify the optimal price point among three options: the current price of 35.99€, a lower price of 24.99€, and an intermediate price of 32.99€. Additionally,Venice Body aimed to enhance the perceived value and competitive edge of their product against top competitors.
Übrigens: Alles rund um Marktforschung auf einen Blick gibt es in unserem Marktforschung ABC
Business Questions
- Should Venice Body decrease the price from 35.99€ to 24.99€ or 32.99€
- How can Venice Body improve their product to increase sales?
- How does Venice Body’s product compare to the main competitors?
Methodology
Aybee did a pricing test with three prices: 35.99€, 24.99€, and 32.99€. This test was done using a monadic method, meaning each person only saw one price to keep it fair. Here’s how it worked:
- 600 people took part, with 200 people seeing each price.
- Each person was shown just one price to avoid any bias.
- This helped us see how different prices affect what people decide to buy.
By using this method, we got clear results about which price people liked best.
Results
The analysis revealed that maintaining the price at 35.99€ generated the highest revenue.Lowering the price did not lead to increased sales volume sufficient to compensate for the lower price, indicating that consumers valued the product’s quality at the higher price point.
Detailed Insights and Recommendations
From the test results, it became evident that a price reduction was not the optimal strategy.Instead, the focus should be on reinforcing the product’s superiority to justify its premium pricing. Here are the detailed insights and recommendations:
- Product Superiority - Consumers value the quality of Venice Body’s “Hyaluronic Self-Tan Drops,” noting its low margin of side effects, premium packaging, key benefits, and ease of integration with daily skincare routines. The product’s unique formulation with hyaluronic acid and its dual benefits of self-tanning and anti-aging make it stand out in the market.
- Marketing Communication - Emphasizing the anti-aging benefits and hyaluronic acid content in marketing materials can further enhance perceived value. Highlighting these aspects in the primary and secondary images can effectively communicate the product’s superiority.
- Visual Strategy - Venice Body has already initiated a change by updating the primary image to emphasize the anti-aging effect using a magnifying effect on the packaging. This strategy should be extended to include redesigned secondary images to showcase the ease of mixing the product with daily skincare routines and to highlight the product’s key benefits.
- Competitive Positioning - To strengthen competitive positioning, Venice Body can draw inspiration from competitors like Asam and Garnier, who effectively communicate product benefits through visual strategies. Through our test environment, we know the drivers and barriers for each competitive product. Weal ways know why consumers buy brand A, B, or C. Using this knowledge, Venice Body can refine their messaging and marketing strategies to better compete in the market.
ROI Case for Venice Body
Background
In the first week of May, Venice Body collaborated with Aybee to conduct a pricing A/B/C test and implement recommended changes to their product’s primary and secondary images. The aim was to optimize the pricing strategy and enhance the perceived value of their best-selling “Hyaluronic Self-Tan Drops.” This case study evaluates the return on investment (ROI) resulting from these interventions.
Investment and Costs
- Total cost: 3.000€
Revenue Analysis
- Revenue in March & April (Before the test): 52,252€
- Revenue in June & July (After the test): 67,400€
The implementation of the recommended changes resulted in an increase of 15,148€ in revenue over the two months following the changes.
By investing 3.000€ in a pricing test and implementing strategic changes to their product images, Venice Body achieved a significant increase in revenue, resulting in an ROI of 405%within 2 months. This clearly demonstrates the value of the test and the effectiveness of Aybee’s recommendations in driving sales and enhancing the product’s market performance.
The success of this case study highlights the importance of continuous optimization and strategic marketing in achieving business goals. Venice Body’s collaboration with Aybee notonly optimized their pricing strategy but also provided valuable insights into consumer behavior and market positioning. This approach can serve as a blueprint for other companies looking to enhance their market performance and achieve high returns on investment.
🏔️ CHALLENGE
A leading global pharmaceutical company needed to determine the optimal listing strategy for their nutritional supplement: should they list the 60ct and 150ct formats separately or bundle them as variations?
♟️ CLIENT'S HYPOTHESIS
The company believed that bundling both sizes together as variations would drive upsell, encouraging customers to choose the larger, more profitable format.
💰 AYBEE TEST RESULTS
The data revealed a counter-intuitive truth: separating the formats as standalone listings generated +100% more revenue for the 150ct pack compared to hiding it as a dropdown variation. Listing them separately activated two distinct shopper segments without cannibalizing the smaller format.
📊 ACTION POINTS:
List both formats as separate, standalone products. Tailor messaging by segment: emphasize per-day cost and weeks of supply for the 150ct format, and highlight ease of use and convenience for the 60ct format. Use behavioral segmentation to optimize retention campaigns and trial offers.
✅ OUTCOME:
We helped the client unlock hidden revenue by understanding shopper psychology. The separate listing strategy delivered +100% revenue growth for the larger format with zero cannibalization of the smaller pack, maximizing both sales and customer satisfaction.
Key Details
- Client: Leading Global Pharmaceutical Company
- Industry: Consumer Health / Nutritional Supplements
- Market: 100+ countries
- Use Case: Product Listing Strategy Optimization
- Participants: 600 supplement shoppers (age 18-65)
The Full Story
The Strategic Dilemma
One of the world's largest pharmaceutical companies, recognized for its Consumer Health portfolio across more than 100 countries, faced a critical e-commerce decision. They offered nutritional supplements in two formats—a 60-count pack priced at €10.44 and a 150-count pack priced at €17.45—but weren't sure how to list them for maximum revenue.
The conventional wisdom suggested bundling both sizes as variations on a single product page would create a seamless upsell opportunity. Customers would see the smaller option first, then be tempted by the larger, better-value format. But would this approach actually maximize revenue, or would it hide the larger format and suppress sales?
Before committing to a listing strategy, the company partnered with Aybee to test their assumptions in a realistic shopping environment.
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The Test
Aybee designed a behavioral A/B simulation with 600 supplement shoppers aged 18-65, comparing two distinct listing approaches:
- Scenario A: Both formats displayed as separate, standalone product listings
- Scenario B: Only the 60ct shown upfront, with the 150ct hidden as a dropdown variation
The simulation tracked every interaction—from initial product discovery to final purchase decision—capturing not just what shoppers bought, but why they chose one format over the other.
The Surprising Discovery
The results challenged the bundling assumption. When the 150ct format was listed as a dedicated product page, it generated:
- 63% conversion rate (vs. 45% as a variation)
- +18 percentage points higher conversion
- €9.30 in revenue per 100 shoppers (vs. €6.30 as a variation)
- +149% revenue increase compared to the variation approach
Critically, listing both formats separately did not cannibalize the 60ct product. Instead, it activated two entirely different buyer segments.
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The Psychology Behind the Numbers
Aybee's behavioral segmentation revealed two distinct shopper profiles, each with different motivations and decision-making patterns:
🧳 Convenience Shopper (60ct buyers):
- Values portability and manageability
- Chooses smaller size to pay less upfront
- Prefers short-term coverage or lower perceived commitment
- 41% selected the format based on size considerations
- 33% were primarily price-motivated
📦 Bulk Shopper (150ct buyers):
- Seeks cost-effectiveness and better value-per-unit
- Likely to be repeat buyers planning long-term use
- 72% cited price-per-unit as the key driver
- Prefers fewer repurchases and sustained satisfaction
The data made it clear: format preference equals shopper mindset. These weren't customers choosing between two options—they were two different audiences with fundamentally different needs.
The Strategic Shift
Armed with these insights, the pharmaceutical company implemented a segment-based listing strategy:
For the 150ct format:
- Listed as a standalone product with dedicated visibility
- Messaging emphasized per-day cost and weeks of supply
- Clear cost-benefit framing to justify the higher upfront price
- Retention campaigns targeted at Bulk Shoppers
For the 60ct format:
- Positioned as the convenient, manageable option
- Emphasized ease of use and lower commitment
- Trial offers and introductory messaging for Convenience Shoppers
The Impact
By separating the listings and tailoring the messaging to each segment, the company achieved:
- +100% revenue increase for the 150ct pack
- Zero cannibalization of the 60ct product
- Deeper understanding of buyer psychology and format positioning
- Actionable segmentation strategy for future campaigns
As the team reflected:
"We thought bundling would drive upsell. Instead, testing showed that separating formats was the real growth driver. The result: +100% more sales for the larger format."
Why This Matters
This case study demonstrates a critical truth in e-commerce strategy: visibility drives revenue, and segmentation unlocks growth. Bundling formats as variations may seem efficient, but it can hide high-value products from the customers who want them most.
Aybee's behavioral simulations allow brands to:
- Test listing strategies before committing to production or campaigns
- Understand the psychological drivers behind format preferences
- Identify distinct buyer segments and tailor messaging accordingly
- Maximize revenue without cannibalizing existing products
Curious how your product formats are perceived?
With Aybee, test visual formats, pricing models, and messaging in a real shopping journey—before you commit to production or campaigns.
