Marketing Operators How a 15% Price Cut Sent a Ridge Product’s Revenue Up 60%
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Sep 22, 2026 
Varun Kundra, co-founder of Aftersell by Rokt, joins a deep dive into pricing, bundling, and ecommerce upsells. They unpack how a 15% Ridge price cut lifted revenue 60%, why chasing maximum AOV can backfire, and three ways to bundle products. They also explore image-heavy post-purchase offers, subscription upgrades, full-funnel sequencing, and a teardown of Winks.
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Revenue Per Session Beats AOV Obsession
- Revenue per session balances order value against conversion rate, not AOV alone.
- A 15% pen price cut increased Ridge revenue 60% because conversion improved enough to offset lower order value.
Ridge Learned When Lower Prices Win
- Ridge initially raised wallet and carbon-fiber prices, often gaining value faster than conversion declined.
- Later, Connor McDonald preferred a $95 wallet over $150 because higher volume created more Meta signal and expanded the addressable market.
Jones Road Overcorrected On AOV
- Jones Road raised AOV through kits and an $85 free-shipping threshold, maximizing profit per session.
- Lowering the threshold to $55 improved conversion but reduced revenue per session, prompting a segmented mix of high- and low-AOV offers.