Price CVR Drop
Catch price-driven conversion drops with Sherlock flags for products where ASP rose ≥5% and conversion rate fell.
Price CVR Drop is one of Sherlock's investigation cases. It looks for products where a price increase coincided with a fall in conversion rate. The listings where the new price scared shoppers off rather than just losing the Buy Box. Use this page to weigh the revenue you'd recover by reverting the price.
What's on the page
At the top:
- The rule: "Products where ASP rose ≥5% WoW, conversion rate fell, and revenue declined as a result."
- Total opportunity: The combined revenue at stake across every flagged product.
- Refresh: Re-run the check with the latest data.
Below, the table:
| Column | What it means |
|---|---|
| Product | Image, title, marketplace flag, ASIN (with copy icon), and brand |
| Revenue drop | Week-over-week revenue change |
| Price (prev → now) | Previous and current ASP, with the % change |
| CVR (prev → now) | Previous and current conversion rate |
| Opportunity | Estimated revenue you could recover by walking the price back |
The list is sorted by Opportunity, biggest first.
How to read a row
Revenue drop: –78.9% · Price: $14.24 → $16.60 (+16.6%) · CVR: 15.3% → 11.2% · Opportunity: $1,396
It tells you:
- ASP went up ~17%, and conversion fell from 15.3% to 11.2%.
- Revenue dropped almost 80% on this product.
- Walking the price back toward $14.24 would likely recover ~$1.4k.
Open the product investigation
Click any row to open the same investigation view used by Signals (Overview, Timeline, Metrics).
For price-driven CVR drops, the most useful places to look:
- The Overview metrics table: ASP and CVR will be the headline movers.
- The Metrics heatmap → Pricing group and Traffic & Engagement (CVR).
- The Timeline tab: Promotions ending, lightning deals, or price tests often show up here.
What to do about it
- Coupon or promo ended. A 10% off coupon expired. The effective price jumped.
- Cost-based price hike. You raised the price to protect margin and CVR took the hit.
- Shipping price change. Landed price rose even if your listing price stayed flat.
- Competitor moved. A rival cut their price, making yours look high.
Make the call: walk the price back, run a targeted coupon, or accept the trade-off if margin is healthier.
Tips
- Cross-check with Buy Box Loss: If you also lost the Buy Box, the price hike was likely too aggressive.
- Compare prev vs now CVR drop against the price drop. A small price bump with a big CVR drop suggests something else is going on (reviews, stock, content).