I wish they would have evaluated the effect of dynamic pricing. That is, showing different prices to different visitors for the same product. Perhaps not enough online retailers employ the practice, although it seems to be an important tool for retailers like Amazon[0].
What you are describing is an A/B test of a price, not typically what industry calls "dynamic" or "variable" pricing. Amazon tried A/B testing prices and caught hell for it. They no longer do it, but they will do dynamic pricing.
0. https://www.theatlantic.com/magazine/archive/2017/05/how-onl...