Product Assortment
Part of DTC pricing and promotional strategy
Testing bundles without hiding the price of individual items
A bundle is useful when the items work together and the customer can understand what they are buying.
Show the bundle price alongside each component’s exact variant, quantity and genuine separate price. Include the combined separate-price total, then test the offer with a randomised A/B split while keeping those individual prices visible in both versions.
Set the test period and success measure before launch. Compare the versions over the same period, using bundle take-up, average order value and conversion rate to assess performance.
Build a coherent bundle
Choose products that solve one task together, such as a device and the accessory needed to use it. State the exact variants, quantities and any exclusions.
On the product page, show each component’s variant, quantity and genuine separate price, followed by the combined separate-price total and the bundle price. Use the same variants, quantities and pricing conditions throughout so shoppers can compare like with like.
For components currently sold separately, use their genuine separate prices. If a component is not normally sold separately, do not invent a value to create a discount claim: the ACCC can require businesses to back up claims about their products or services.
The Australian Consumer Law’s section 48 single-price requirement calls for a single figure showing the minimum total price payable when a price is presented. Under the component-pricing rule, if a promoted price represents only part of a product or service’s cost, the single total price must be at least as prominent as the most prominent component price.
The ACCC accepts reports about possible pricing or misleading-claim issues, can investigate and may take compliance or enforcement action. It does not give businesses legal advice.
Run a fair test
Use an A/B testing tool such as Optimizely, VWO or a built-in tool, and randomise shoppers between versions. The control can show the items separately with their individual prices; the bundle version can show the same items and prices, the combined separate-price total and the bundle price.
Set the test period before it starts, and compare both versions over that same period. Track bundle take-up, average order value, conversion rate and product returns, and check whether the bundle replaces full-price orders.
Choose a primary success measure before launch: use conversion rate if the aim is to increase purchases, or average order value if the aim is to increase order value. Compare the chosen measure between versions, then review the other measures for trade-offs.
Tell shoppers clearly what arrives and whether components can be returned separately under the stated policy. Review questions and complaints; confusion about contents is a signal to improve the offer before increasing promotion.
