Pre-order Sign Up
We conducted A/B price testing to understand if our beachhead market would be willing to spend money on our product at the price point we placed it at.
Assumptions to test
1
We assume STEM-oriented parents of primary-aged children represent our initial beachhead market.
2
We assume these parents are willing to purchase a creative engineering kit for home use.
A/B Price testing
To validate our pricing assumptions, we conducted A/B testing using multiple versions of our product, allowing us to observe how price influenced parents’ willingness to engage with the product. Customers were shown one of three price variations and invited to click a pre-order button if they were interested in purchasing the kit. By measuring click-through rates across the different versions, we were able to identify the price point that generated the strongest customer interest. This approach allowed us to test real behavioural signals rather than hypothetical willingness to pay, helping us better understand how parents respond to Ember’s value proposition at different price levels.
Driving Traffic
To further understand if customers would be interested in the product, we made a mock up version and placed it in the Science Museum shop, and observed how many people interacted with it. We also handed out flyers, to drive traffic to the price testing page
We drove further traffic to the price testing page, using flyers after our MVP trials in schools. We wanted to see how many parents would be interested in Ember after their child took part in our workshop.
Traffic analysis was conducted on the price testing after the workshops.