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A/B testing your pricing? Do people really do that?

I wouldn't like to be on the receiving end when your customers find out about that one.

I vaguely remember reading a post that patio11 did that before. Correct me if I'm wrong. My memory likes to play tricks on me. In the end, if it turned out it was better, you would give everyone the lower price and offer a discount or moneyback to the people who had to pay more during the test. If the higher price turned out better, you leave everything as is or you could discount the people paying more and just get all new customers to pay the higher price.

Amazon has done it.

I've heard about their UX A/B testing around showing cart flow and checkout, but actual pricing? Can you link to research?

http://www.wired.com/techbiz/media/news/2000/09/38622

Searching for Amazon different prices with Google provides many claims of this over the years.

this appears to be far more anecdotal evidence than research. I was thinking a published study, not simply consumers noticing price differences on checkout, haphazard sampling to say the very least..

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