Success Story

Coverland Achieves 43% Net Profit Growth with a Single Test Using VWO

43% net profit

About Coverland

Coverland is based in California and has specialized in premium automotive accessories for over 20 years. The company offers car covers, seat covers, and protective solutions for everything from everyday cars and trucks to specialty vehicles. What started in a garage has grown into a brand serving car enthusiasts worldwide.

Coverland’s success comes from treating every customer’s vehicle like their own. They deliver exceptional quality products at affordable prices. To ensure their online experience matches their commitment to quality, Coverland’s CRO team, led by Vasiliy Shevchenko, relies on VWO for experience optimization, creating a shopping journey that converts visitors into loyal customers.

Why VWO?

VWO is excellent – the platform is incredibly flexible, allowing me to set up campaigns for specific traffic types only. I could exclude shopping and Performance Max campaigns on Google, plus other catalog-based campaigns on Microsoft and Meta, to avoid interfering with Merchant Center. I also excluded previous website visitors to ensure unbiased results. The second major advantage with VWO is the exceptional level of support.

Vasiliy Shevchenko
Growth Manager

VWO is a very flexible and powerful platform with excellent white-glove support. We’ve used the visual editor extensively and it’s fantastic! The platform offers different types of tests beyond just A/B testing, including split tests, and the ability to check heatmaps per variation. The integration capabilities are impressive too — syncing with Google Analytics and even setting audiences in Google Ads based on test variants. At the end of the day, I was genuinely impressed by how easy it was for non-coders to target elements on the page, update them, move components around, and run all these tests without needing a developer.

William Yang
Senior Developer

Goal

The overarching goal was to increase net profit and maximize revenue per visitor. Since profit margins are directly tied to pricing strategy, the team decided to focus on price optimization. So this test was carried out with the aim of finding the optimal price point that would render maximum net profit.

Hypothesis

Based on their goal, the team hypothesized that a higher price point could deliver better net profit than their current pricing. They understood that selling fewer units at higher prices generates more profit than selling many units at lower prices.

However, they had a concern that pushing prices too high could result in selling so few units that profits would decrease. Thus, finding the right balance was crucial to maximizing profitability.

The team decided to use VWO to test different price points and measure the impact on net profits for each option to find the optimal balance.

Tests run

Based on this hypothesis, the team set up a split URL test using VWO on the product page. The current product page, with its existing pricing, served as the control version at coverland.com.

The development team led by William Yang created several variations on subdomains – shop20.coverland.com, shop40.coverland.com, and others. The subdomain numbers indicated the price increase: shop20.coverland.com featured a 20% price bump, shop40.coverland.com had a 40% increase, with additional variations testing 60%, 80%, and 100% price increases.

Each variation is shown in the images below, demonstrating how different price points were presented to visitors.

The test results were fascinating. VWO’s conversion data across different price variants showed that Coverland would maximize net profit with a 40% price increase.

The variation with the 40% price uptick delivered a 43% increase in net profit, despite 38% fewer orders and 13% less revenue.

Table Showcasing Netprofit From 40% Uptick

VWO helped Coverland discover the optimal pricing sweet spot that enabled them to generate higher profits while processing fewer orders and reducing operational workload.

Post-test analysis

After the successful test, Coverland increased prices by 40% and started earning an additional $110k per month in net profit.

The team is now considering the next steps to fine-tune their pricing strategy even further.

The first approach involves more precise pricing tests around the winning 40% mark. Since they know 40% performs better than 20% or 60%, they can test smaller increments like 30%, 35%, 40%, 45%, and 50% to find the exact sweet spot.

The second approach focuses on price perception psychology. Instead of optimizing for net profit, these tests would examine how small price changes affect conversion rates, comparing options like $279, $279.95 (current baseline), $279.99, and $280 to understand customer price sensitivity.

Conclusion

Coverland’s success demonstrates that experimentation goes beyond just improving conversions. Testing elements like pricing can improve profits while creating smarter and more efficient business operations.

Like Coverland, you can run strategic tests, implement data-driven changes, and optimize both net profit and conversions. Start your 30-day all-inclusive free trial of VWO today and discover how its features can level up your conversion strategy.