Most businesses set prices once and forget them. The market is willing to pay more often than businesses test. Aggressive pricing testing — raising prices on new customers, A/B testing prices, removing discounts — usually reveals customers pay more than founders thought possible.
How to test safely
Raise prices for new customers (grandfather existing). A/B test landing pages with different prices. Remove introductory discounts. Test bundled vs. unbundled pricing. Track conversion rates at each price point.
What usually happens
Conversion rate drops less than expected when prices rise. Revenue per customer increases significantly. Customer quality often improves (less price-sensitive customers are usually better customers).
Most businesses leave 20-40% of potential revenue on the table through unconfident pricing. Three months of testing usually finds it.