Concepts referenced in this article, defined.
Run rigorous A/B tests and personalize every visit on Shopify or any storefront โ no engineers required.
Intelligems is purpose-built for price testing on Shopify โ if your primary goal is testing different price points across your catalog, it's an excellent specialized tool. CustomFit.ai is a broader conversion rate optimization platform that includes pricing experiments alongside page-level A/B testing, personalization, and UX testing. For brands that want only price testing, Intelligems is more focused. For brands that want price testing as part of a wider optimization program โ testing copy, layout, CTAs, offers, and pricing together โ CustomFit.ai's broader scope is the more practical choice.
Intelligems is a Shopify app specifically designed for price testing. It lets merchants run A/B tests on product prices, shipping thresholds, and discount structures to find the price point that maximizes revenue per visitor. Intelligems handles the technical complexity of showing different prices to different customer segments in a statistically valid way โ something that's genuinely hard to do correctly on Shopify without a specialized tool.
CustomFit.ai is a conversion rate optimization platform built for Shopify and ecommerce brands. It enables A/B testing across product pages, landing pages, cart experiences, and checkout flows โ all through a no-code visual editor. CustomFit.ai's scope covers pricing tests as well as page design, copy, imagery, CTAs, social proof elements, and more. It is designed as a complete CRO tool for D2C brands, not a single-use pricing tester.
| Feature | Intelligems | CustomFit.ai |
|---|---|---|
| Price A/B testing | Yes (core feature) | Yes |
| Shipping threshold testing | Yes | Yes |
| Discount/offer testing | Yes | Yes |
| Product page copy testing | No | Yes |
| Image/visual A/B testing | No | Yes |
| CTA button testing | No | Yes |
| Landing page testing | No | Yes |
| Visual editor (no-code) | Limited | Full visual editor |
| Personalization | No | Yes |
| Statistical engine | Bayesian | Bayesian |
| Shopify-native | Yes | Yes |
| Pricing | From ~$99/month | From ~$49/month |
| Free trial | Yes | Yes (14 days) |
Price testing on Shopify is technically complex. Shopify's architecture doesn't natively support showing different prices to different users โ prices are tied to variants, not sessions. Both Intelligems and CustomFit.ai solve this with server-side logic, but their approaches differ.
Intelligems handles price testing with deep Shopify integration specifically for price and offer mechanics. It creates the pricing variations at the Shopify level, ensures that the price shown in the product page matches what's charged at checkout (critical for compliance and customer trust), and tracks revenue impact correctly. For brands running complex pricing experiments โ testing bundles, volume discounts, and shipping threshold changes simultaneously โ Intelligems' specialized architecture is thorough.
CustomFit.ai's price testing works within its broader A/B testing framework. You can test different price displays on product pages, and CustomFit.ai coordinates the variant pricing. It's reliable for most price testing scenarios, but Intelligems has more edge-case handling specifically built for pricing complexity.
The majority of conversion rate optimization wins on a Shopify store come from factors other than price โ product description clarity, image quality, social proof placement, urgency messaging, and page layout. Intelligems doesn't test any of these. CustomFit.ai tests all of them.
If you've already done meaningful price testing and found your optimal price point, Intelligems becomes less useful. CustomFit.ai's value compounds over time as you run tests on all the other factors that influence purchase decisions.
Intelligems pricing starts around $99/month and scales with order volume. Their pricing is transparent and the cost-per-insight for price-specific testing is reasonable if pricing experiments are your primary focus.
CustomFit.ai pricing starts around $49/month. For brands that want to run price tests and page-level tests together, CustomFit.ai's broader platform offers more value per dollar.
Running a proper price test on Shopify is more complex than most brands realize. Shopify's architecture stores prices at the product variant level โ every visitor sees the same price unless you implement session-based price splitting at a code level. Simply changing the price in your theme via JavaScript creates mismatches: the product page shows one price, but Shopify's cart and checkout pulls the actual variant price.
This is why specialized tools exist. Both Intelligems and CustomFit.ai handle this by working with Shopify's variant system โ creating separate price variants for the test, assigning shoppers to test groups at the session level, and ensuring consistency across the product page, cart, and checkout. The result: a shopper in the "โน2,499 group" sees โน2,499 everywhere, not โน2,499 on the product page but โน2,199 in checkout.
This technical correctness is essential. A price test with a checkout/display mismatch doesn't just produce invalid results โ it creates a confusing experience for customers who notice the discrepancy.
Some brands run both tools together: Intelligems for pricing-specific experiments, CustomFit.ai for page-level and UX experiments. This is a valid approach if pricing is a major focus of your optimization program. The cost adds up, but for high-revenue stores where each experiment can have significant P&L impact, the combined investment pays off.
One specific use case where Intelligems performs well is shipping threshold testing โ finding the free shipping threshold that maximizes revenue without sacrificing too many conversions. Does "Free shipping over โน999" convert better than "Free shipping over โน799"? Does "Free shipping on all orders" lift conversion enough to offset the shipping cost?
These tests require the same technical care as price testing: both the shipping threshold display and the actual checkout behavior must match. Intelligems handles this natively. CustomFit.ai can test the display of shipping threshold messaging on product pages and the cart, but the actual checkout shipping calculation change requires coordination with Shopify's shipping settings.
For brands where free shipping threshold optimization is a strategic priority โ common in average-order-value optimization programs โ Intelligems' native shipping threshold testing is a clear practical advantage.
Both platforms support testing discount offers โ whether a flat โน200 off or a 15% discount converts better, or whether a BOGO offer outperforms a percentage discount. The difference is that CustomFit.ai tests the display and presentation of the offer on the product page, while Intelligems tests the actual checkout mechanics of different offer structures.
For most brands, testing the offer display (which message format drives more add-to-carts) matters as much as the offer mechanics (which structure produces more revenue per order). Both layers are worth testing, and the two platforms address different parts of the same question.
Price testing is one variable in conversion optimization. The most impactful lever for most D2C brands isn't the price itself โ it's whether the perceived value of the product is communicated clearly on the page. Customers who believe a product is worth โน2,499 will buy at โน2,499. Customers who aren't sure won't buy even at โน1,999.
Before deep-diving into price testing, make sure your product descriptions, images, reviews display, and page layout are optimized. CustomFit.ai helps you test all of those. Then, once your page experience is optimized, price testing with Intelligems (or CustomFit.ai's built-in price testing) can find the exact revenue-maximizing price point. The sequencing matters: page optimization first, price optimization second.
Price testing requires measuring the right metrics. Most brands default to conversion rate, but this is incomplete โ a lower price will almost always generate a higher conversion rate, while a higher price may generate less volume but more profit per unit.
The correct primary metric for price testing is revenue per visitor (RPV), which captures both conversion rate and average transaction value in a single number. A test variant that charges โน2,999 versus โน2,499 might convert at 2.5% versus 3.2%, but the RPV calculation might favor โน2,999 if the conversion rate difference is small enough.
Secondary metrics worth tracking: add-to-cart rate (does the price affect consideration, not just purchase?), repeat purchase rate (does price affect long-term LTV?), and refund rate (do higher-priced purchases have higher return rates?).
Both Intelligems and CustomFit.ai track RPV as a primary metric for price tests, which is the right starting point.
Can CustomFit.ai test actual Shopify prices (not just display)? Yes. CustomFit.ai coordinates with Shopify's pricing system to test different price points, ensuring the checkout price matches the displayed price. For complex pricing scenarios (bundle pricing, volume discounts), verify your specific use case during the trial.
Is Intelligems only for Shopify? Yes. Intelligems is a Shopify-specific app. It does not support other ecommerce platforms.
How do I run a price test without showing customers different prices unfairly? Both Intelligems and CustomFit.ai use session-based bucketing โ each visitor consistently sees the same price in all their sessions, preventing the confusion of seeing different prices on return visits. This is the standard approach for ethical and technically sound price testing.
Does price testing violate any consumer protection rules? Price testing is legal in most jurisdictions when done correctly: both test groups see a real, purchasable price (not a fake markdown), and the test is temporary to find the optimal sustainable price. Consult your legal team for country-specific advice, particularly for markets with strict pricing transparency rules.
What metric should I optimize for in a price test: conversion rate or revenue per visitor? Revenue per visitor (RPV) is the better metric for price tests. A lower price might increase conversion rate but reduce total revenue if the lift in conversions doesn't compensate for the margin lost per unit. Both Intelligems and CustomFit.ai track RPV as a primary metric.