Bundle Pricing Optimization

We're testing something that makes most DTC founders nervous. For a pet wellness brand doing 8-figures annually, we're moving their popular 3-pack bundle from last position to middle position. And moving the 2-pack from middle to third. The context: This brand sells calming diffusers for anxious pets. Their current setup frames packages as room coverage: 1 room, 2 rooms, 3 rooms. The hypothesis? Your top option gets the most views, but the second position still outperforms the third in visibility. So why waste that prime real estate on your lowest-margin offer? Bundle psychology is something we've spent years studying. Putting the 3x bundle second helps in two ways: 1️⃣ It boosts AOV - more people end up choosing that higher-value option. 2️⃣ It can improve CVR - it anchors the 1-pack price and makes it feel like a better deal. Most customers scan left to right, but their eyes focus on that second position early in their decision process. If your highest-value bundle is buried in position 3, you're leaving money behind. It’s simple. The test setup: ∙ Original: Starter Pack (1 room), Best Seller (2 rooms), Biggest Savings (3 rooms) • Variant: Starter Pack (1 room), Biggest Savings (3 rooms), Best Seller (2 rooms) We're tracking conversion rate by package and overall AOV impact. Early hypothesis: Higher AOV with minimal conversion rate impact. The counterargument? Some customers might feel "pushed" into bigger purchases and drop off entirely. Especially for pet parents who might only need coverage for just one or two rooms.. That's exactly why we test instead of guess. Your bundle order isn't random. It's psychology.

Here's what most brands do: Product: $47 "Premium" version: $97 "Deluxe" version: $197 They think they're using price anchoring. They're actually killing conversions. The problem: You're asking people to justify spending MORE. That's the wrong mental frame. Here's what actually works: Justify spending LESS. Same products, flipped psychology: "Complete System": $197 (positioned first) "Core Bundle": $97 ("Just the essentials") "Starter": $47 ("Missing X, Y, Z benefits") Now they're not adding cost. They're removing value. A fitness brand tested this: Old way: Basic: $39 - 67% chose this Pro: $79 - 28% chose this Elite: $129 - 5% chose this New way (same products, different framing): Complete Training: $129 - 31% chose this Essential: $79 - 52% chose this Basic: $39 - 17% chose this Average order value jumped 44%. Same products. Same prices. The psychological shift: Before: "Do I need more?" After: "Can I live without this?" People hate adding cost. They hate missing out more. Frame your pricing around loss, not gain.

🔥 Still pouring ad spend into single-product sales? You're burning margin. And it's killing your scale. Strong statement? Yes. Backed by data? 100%. After analyzing 100+ eCom brands spending $50K+/month, the results are crystal clear: 🚫 Single-Product Economics > Higher CAC relative to AOV > Fixed shipping eats more margin > Lower purchase frequency > Higher return rates > Fewer creative angles = faster fatigue ✅ Bundle Economics > Higher AOV absorbs rising CACs > Shipping cost spread across SKUs > More value = fewer returns > Easier to position as a full solution > Way more ad angles to test Here’s the 5-step playbook that keeps winning: 1. Analyze Purchase Behavior > Find natural bundles from past orders • Split by first-time vs repeat buyers • Set your bundle value target (e.g. $90–120) 2. Build a BYOB (Build Your Own Bundle) Page > Tiered pricing (e.g. 3+ = 10% off) • Add logic: cross-sell by use case or category • Make it fun to build - not a chore 3. Optimize the Cart Experience > Add milestone progress (free gift at $X) • Trigger bundle suggestions when single items are added • Use scarcity-driven bundles (e.g. “Only 250 left”) 4. Align Your Ad Creative > Stop selling features - sell the bundle value • Lead with savings, convenience, and transformation • Position bundles as “the complete solution” 5. Create VIP-Only Bundles > Offer pre-applied discounts for high-value customers • Build email/SMS flows that trigger bundle offers post-purchase • Reward loyalty with early access and exclusives The bottom line: If your growth has plateaued and your AOV isn’t climbing, bundling isn’t just a nice-to-have... it’s your next best lever. It improves margins, strengthens retention, and gives your ad account a lot more room to breathe. ---- Spending $50K+/month? Want a second set of eyes on how your brand’s performing? Drop me a “AUDIT” and I’ll personally review: → Your ad creative and messaging → Media buying infrastructure → Landing pages and checkout flow

(Part 2) Bundles that actually move the needle on AOV In Part 1, we covered layout, positioning, and small UI tweaks that reduce friction and increase conversions on the product page Now let’s talk strategy, specifically how to use bundles to drive higher average order value without relying on random upsells or blanket discounts The right bundle strategy doesn’t just increase cart size It helps you launch new products, clear stale inventory, and create a better customer experience Here are 3 proven ones you can start with 👇 1. “Try me” launch bundles 💡 Perfect for: new products, seasonal collections, or early access drops Pair your new release with a proven bestseller to get attention and lower the risk of trying something new How to do it: • Use “Buy X, Get Y” (e.g. Buy our hero product, get the new one at 25% off) • Add a limited-time tag or countdown badge to drive urgency 2. Inventory busters 💡 Perfect for: slow-moving SKUs, returned items, or high-CTR but low-converting products Have stock you want to clear without discounting it to the ground? Bundle it How to do it: • Fixed bundles or BOGO formats work well • Combine with top-selling products to make the offer more attractive 3. Mix & match builder 💡 Perfect for: apparel, beauty, wellness, and giftable products Give customers a way to create their own bundle, it feels more personal and increases perceived value How to do it: • Let shoppers choose 3-5 products from a collection • Offer tiered pricing (e.g. 3 items = 15% off, 5 items = 25% off) These aren’t gimmicks. They’re practical tools to boost margin, move stock, and give customers more of what they want 📌 Next up: 3 more bundle ideas to increase cart size and personalize the experience. Stay tuned #shopify #ecommerce #growth

Your board wants revenue. Not in 3 quarters. Yesterday. Here's the fastest path that actually works: Bundle your products. Take your hero product—the one everyone knows you for. Pair it with something complementary that doesn't move as fast. Add a travel size. Create a "complete system" offer. Same acquisition cost. Higher average order value. Revenue jumps immediately. Your board sees growth. You move inventory that was sitting. We helped a beauty brand do this. They had three hero products everyone wanted and a dozen others nobody knew about. Started bundling them. Average order value jumped 35% overnight. No new ad creative. No platform changes. Just smart product packaging. The math is simple: If it costs you $50 to acquire a customer and they spend $100, you're at 2X ROAS. Bundle drives that to $135, you're suddenly at 2.7X. Same ad spend. Better margins. Your board doesn't care about click-through rates. They care about revenue per customer. Give them what they want.

Larger bundles don’t always mean larger profits. Many private label brands over-bundle, chasing higher AOV and “efficiency,” but in reality: • First-time buyers get priced out • Sales velocity slows (hurting ranking) • Storage and returns eat margins A smarter play? Start lean; test 2–3 unit packs, use bundles to retain customers, not acquire them, and price logically to expand basket size without sacrificing velocity. Bundling should accelerate growth, not lock up capital in dead stock.

This is exactly how I get our average cold traffic landing page to convert above 4% (2x the average CPG food/beverage cold traffic lander) Here's how... 1. Look at top 2 SKUs over the last 6 months:        If you are running paid traffic, the most important consideration is the top products converting off cold traffic.  You can test new products via the list you are building from acquiring new customers but right now is not the time for testing totally new products, we're looking for immediate wins.     2. Create 2 bundles with those SKUs        We are creating 2 separate bundles to focus on different groups of products or accessories.  We don't want to get a false negative and move onto the next macro test.  This works across categories, so if it's not working it's likely the bundle composition.     3. Bundle with low COGS product or accessories        Bundling with low COGS products or accessories does 2 things.  First it lets us offer a genuinely massive discount without going out of business. 2nd, we have way more room to push CPAs up without going out of business. Both are important!     4. 50%+ off bundle MSRP for 1st purchase        This is the magic number for ads.  If you can get to a 50+ % discount off of the actual prices you offer for non sale product pricing your offer will likely do great. If you can't, keep tweaking the bundle composition.     5. Additional discount for subscription        If you have a product that can be purchased on a recurring basis and you have a subscription option offer deeper discounts for taking that option.  NOTE - this requires you to know your average subscriber LTV/churn.     6. Create ads that feature $$ or % discount        Make sure you have ads variations that emphasize both the $$ off amount and the % discount off the non bundled price of getting the products/accessories.  One or will likely drastically outperform the other.  Don't loose out because you didn't test.     7. Copy that text on the lander    Make sure the copy on your landing page variations mirrors the copy you put on your ads... So at a minimum, lander variations focused on $$ and % amounts off non-bundled prices.    Start with this setup. With a couple main SKUs and a few accessories you can create 3-6 options per landing page. Continue refining top offer's landing page over time. The highest converting pages are on version 100+ P.S. yes it's simple, but few companies execute this perfectly :)

Bundling can boost deal size by up to 30%. But random bundles confuse buyers and lower conversions. It’s tempting to: - Add everything into one bundle - Give random discounts - Hope it just works out The result? Users get confused and don’t buy. Here’s how to make better bundles: → Combine tools that solve related problems → Keep 2–3 tools max to lower confusion → Use the same value metric if you can → Price bundles with small discounts (5–15%) → Avoid mixing tools with very different users → Don’t bundle slow onboarding tools with fast ones Remember: Good bundles grow revenue. Bad ones slow it down. Less guessing. More testing. P.S. What’s one SaaS bundle you’ve seen that actually worked? ♻️ If you find value, let others benefit too. ________________________________________ Ready for more SaaS pricing insights? Follow me, Marcos Rivera🔔