Case Study: Server Density achieves 114% revenue increase with VWO

How Server Density Increased Its Revenue Using VWO

Server Density, a London-based provider of hosted server and website monitoring, wanted to test whether changing its pricing would increase overall revenue or simply reduce sign-ups. To answer this, David and his team ran an A/B test using VWO (Visual Website Optimizer), the vendor’s A/B testing software, to compare their existing per-unit pricing against a new packaged tiered pricing model.

Using VWO, Server Density tested the control (per-unit pricing) versus a variation with packaged tiers starting at $99/month; the variation reduced free-trial sign-ups by 24.96% (conversion fell from 6.92% to 5.19%) but increased Average Order Value from $19.70 to $55.53 and raised total revenue for the test cohort from $394 to $833—an overall 114% increase in revenue (chance to beat original: 93%). VWO’s experiment showed that the packaged pricing drove a substantially higher AOV and revenue despite fewer sign-ups.

Server Density

David Mytton

Chief Executive Officer