“We tested it at 30 bucks a year and we tested at 15 bucks a year too... they were about a wash which is really interesting from a net revenue perspective 15 bucks a year versus 30 bucks year was was basically flat but we went with 30 because it gave us more maneuverability.”

Price Elasticity Can Be Flat Across A 2X Range — Choose The Price That Gives You Optionality

AllTrails cut price from $50 to test $30 and $15 — net revenue was flat between them, meaning conversion volume offset the per-unit difference. Ron picked $30 not for revenue maximization but for optionality: room to discount, offer introductory pricing, and run promo campaigns. At $15 there was nowhere to go. If your test shows flat revenue across two prices, always take the higher one for tactical flexibility.