VWO
237 Case Studies
Case Study: Dr. Muscle achieves 61.67% revenue increase with VWO
A VWO Case Study
Six Pack Abs Tested Product Pricing To Increase Revenue
Dr.Muscle (formerly Six Pack Abs Exercises), an online fitness publisher run by Carl Juneau, faced the common e‑commerce challenge of pricing optimization—wanting to know if higher prices would reduce sales and leave revenue on the table. To test this, Dr.Muscle used VWO’s A/B testing platform to compare the existing $19.95 checkout price with a $29.95 variation.
Using VWO, Dr.Muscle split traffic between the $19.95 control (1,227 visitors, 1.19% purchase rate) and the $29.95 variation (1,375 visitors, 1.00% purchase rate); conversion rates were statistically similar, so the higher price produced 61.67% more revenue overall (and would still yield about 36.48% more revenue per 1,000 visitors). VWO’s test showed customers either valued the product more than expected or were indifferent to the price change, enabling Dr.Muscle to increase revenue.
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