Price Elasticity 101: How to Test Prices Without Wrecking Your Data or Your Customers
Price is the fastest lever you have, but list prices don't behave like a button color test. Vista ran 95% of its price experiments outside the standard A/B model entirely. This post covers what elasticity actually measures, why switchback testing beats user-level randomization for most catalogues, how to calculate breakeven before you launch, and the mistakes that quietly wreck price test results.
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