B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
59%
59% -- share of winning prices lower than original for retailers running pricing tests (2025)
Across 1,117 pricing tests analyzed by Harvard Business Review, 59% of winning prices were lower than the original price.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
59%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
1,117
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Harvard Business Review
Primary
Tier B
https://kirro.io/ab-testing-pricing ↗
Source Article
A/B testing for pricing: a practical guide
A/B testing for pricing means showing different price points, tiers, or page layouts to separate groups of visitors. Then you measure which version earns more revenue. It’s one of the highest-impact tests you can run. Also one of the riskiest if you do it wrong.
Don’t start by testing different doll…
Original Research
Harvard Business Review
· Original study ↗
Methodology
HBR pricing test dataset
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
retailers running pricing tests: 59% share of winning prices lower than original. Source: Harvard Business Review (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/hbr-winning-prices-lower
HTML Embed
<blockquote cite="https://lighthousedata.io/data/hbr-winning-prices-lower" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>59%</strong> -- share of winning prices lower than original for retailers running pricing tests<br><small>Source: Harvard Business Review (2025) · <a href="https://lighthousedata.io/data/hbr-winning-prices-lower" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.