The guy was obviously skewing his A/B test to fail American made either to confirm some bias he has or he is trying to get engagement since talking down on tariffs seems to be the trend right now vs being neutral or positive about tariffs tend to be met with intense scrutiny.

He left too many factors & crucial information out -not just the ones you pointed out (which already show he had a bias) for it to be considered non intentional. And seeing his expertise, he knew exactly what the results would be and what to leave out to make the results seem believable

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Large amount of flaws with this:

1. An honest A/B test would have been running two marketing campaigns with separate product links / store fronts. When consumers are given the option for the same provided value, and since it is a shared store page the perceived value to the consumer is the same and much more apparent.

2. The marketing design for the product option, "Made In USA" uses psychology to hurt the product made in the USA. The fact it is "marked up" is going to have a similar effect as marking down a product and how it causes conversion rate to jump, this marking up effect will cause the inverse and conversion rates will fall.

3. The pricing is way off, if the product really is "3x more expensive to produce" then in theory wouldn't the price be $129x3? Since the base price is $129. It seems that you just chose a number to put on it. Does this also account for lower shipping costs since you will be shipping domestically?

4. How many visitors were from the campaign vs "cold" visitors

5. What are the demographics? People from Central America probably won't care a product is made in the USA. If they were all from the USA, I feel you probably would have mentioned that.

A more honest study would have been, based on historical data... Did the conversion rate drop when adding "Made in the USA" and adjusting the price to reflect the increased production cost?

Optionally, to make it more fair... leaving out politically motivated messaging such as tariffs can help prevent the skewing of results since political motives often do not align with atypical consumer behavior.

Also, in the nature of basic consumer behavior how does the price reflect similar products also based in the USA?

The idea was good, but bias, execution of the study, and the lack of comprehensive data does not constitute a iron clad conclusion of consumer behavior as a whole, or even this specific market.

Also depends on what product... what target market. You can't make blanket statements like this for all products.

What software did you use for the a/b testing

Interesting test — but Id argue the conclusion is a bit too black and white.

sure, most people chose the cheaper option, but the price gap was $110!!, not just a few dollars - that’s not "voting with your wallet" , that’s survival mode for a lot of families right now.

Also, the products were presented as identical except for price and origin. In the real world, American-made goods often come with stronger branding, better materials, or ethical positioning. None of that was visible here — no story, no emotional connection, just a higher number on the screen.

People don’t just pay more for the country — they pay more for what the brand stands for.

So yes, price matters. But let’s not pretend this was a fair fight.

It's a powerful reminder that how you present the value beyond just "made in the USA" can make a big difference. Maybe a redesigned product page that tells a stronger story about the benefits (quality, sustainability, local jobs, etc.) could have helped bridge that pricing gap a bit more.

I work with startups and small businesses on landing page design and UX, so this kind of A/B testing insight is gold. Thanks for sharing real-world lessons we can all learn from.

Thanks for sharing the data! It’s rare to see such transparency with real numbers. Looking forward to seeing how this evolves.

Seems just a little biased, I would say A/B testing should have less variables that are different.

Only keep one variable changing, so you can isolate the reasons of the differences.

IMO this is not A/B testing, they are 2 different sepparate camapigns, different prices, almost different producst and different audience.

Really interesting test 👀 It shows how consumer behavior doesn’t always match what they claim. I’m learning the same in SEO — you can create quality content, but if it’s not priced/positioned right, people scroll past. That’s why I share my own process on TikTok and boost it with Zefoy

, so my content actually reaches the right audience and ranks better.”

China is inseparable in US supply chain. I don't believe high tariff would make American-made products more desirable. In fact, it would make the prices extremely higher due to higher cost of materials and labor. Therefore, American-made products will be sold less.

Really interesting A/B test — it shows that while people say they’ll pay more for local products, price almost always wins when the difference is this high. Especially online, where comparisons are so easy, consumers default to the cheaper option.

The key for small businesses is finding ways to position and brand the product so customers feel that extra cost is justified. At Saturncube we often see that when companies invest in better digital experiences and storytelling, it helps shift focus away from price alone.

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I think the price gap is sooo huge. 110$ is extreme gap, logical explanation can be added for it.

A small business conducted an A/B test to see if “Made in USA” labeling influenced purchase decisions among US consumers. One group saw products with the label, while the other did not. Results showed a noticeable sales lift for labeled items, suggesting patriotism and quality perception significantly impacted buying behavior in the domestic market.

Interesting results — it really shows how actual buying behavior can be very different from what people say

Really insightful test. It clearly shows that "Made in USA" alone isn't enough to justify a higher price unless it's backed by strong branding or a compelling story. Consumers care more about value than origin when the price gap is this big. Thanks for sharing real data

What about the quality

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Great what a thought! Sounds like patriotic fellings.

Interesting study although a bit skewed like you mention. They should have researched where the price ratio vs drop-off lays.

Yes even I have heard of people who were doing same things to test their products in US. Surprisingly they also got the same result as you.

Really interesting test! It’s eye-opening to see the gap between what people say and what they actually do. Thanks for sharing real data—this gives valuable insight into consumer behavior and the real challenges of reshoring.

Nice Post. Keep sharing such detail oriented blog.

I don't even think having the same price is a good a/b test. It needs to be in the store and clearly displayed made in America. The normal consumer is not going out of their way to buy in America.

For example, I love Anker products, I find them to be well-built and a great product. I would prefer this over a made in america product.

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Super interesting test, and props to you for actually running an A/B experiment instead of just debating hypotheticals.

It’s such a strong example of the “say vs do” gap — especially in values-driven buying. As indie founders, we often assume people will pay for ethics, origin, or sustainability — but price nearly always dominates unless there’s a strong brand or emotional moat.

One takeaway for me is that "Made in the USA" isn’t a value prop on its own — it's a multiplier if the brand already resonates. Without story, design, or differentiation, origin becomes a cost rather than a feature.

Thanks for sharing transparently — this kind of real-world data is gold. Curious if you plan to retest with different messaging or layered value props around the US-made version (e.g. materials, lifetime warranty, carbon footprint)?

Interesting test idea! It's helpful to see real-world insights on consumer choices, though there might be room to refine the approach for more balanced results. Thanks for sharing!

Quality comparison will play a role

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Hello, bravo for this study. I think it's a good idea to do a good case study such as A/B test before sell.

hmm this is a cool study

A better AB test would be showing the same product and only modifying the "Made in USA" to "Made in Asia" to see if that makes a difference. The price along would crete too much bias.

Classic example of stated vs revealed preferences. Price elasticity wins — especially online, where comparison is frictionless. I’d love to see this retested with smaller price gaps or stronger differentiation (e.g. "supports local jobs" or "lifetime warranty" on the U.S. version). Either way, great data point for anyone thinking about reshoring.

Really interesting experiment — and a stark reminder of the difference between what consumers say and what they actually do.

While people often express strong support for “Made in the USA,” this test shows that when faced with an 85% price jump for the same product, most will still choose the more affordable option. Not surprising in an online setting, where price comparisons are just a click away.

That said, the test isn’t without its limitations. In real-world scenarios, American-made products often come with more than just a label — there’s branding, perceived quality, ethical considerations, and customer service that can help justify a higher price. None of that was built into this A/B test.

Still, the takeaway is clear: patriotism doesn’t always win at checkout — especially when the price gap is steep.

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Interesting article. I consider to use A/B test but always staying away from it for long time. Thank you for explaining everything.

Thanks for this article I really appreciated your post, but one question comes to mind regarding your methodology,

How did you control for external variables that could have influenced the results of your A/B test ?

For example, factors like seasonality, competing advertising campaigns, or broader economic events might have impacted consumer behavior.

Did you implement any mechanisms to isolate the specific effect of the "Made in USA" label ?

Everyone says they support American-made until it hits their wallet. This test just confirms what we already know: most buying decisions, especially online, are driven by price. If you want to sell Made in USA, you need more than a label. You need a clear reason why it’s better.

Really interesting test and smart marketing campaign

We saw that update on the dowhatwork LinkedIn page, and it was incredible how the perceptions (and of course guided by the price) can change and make people take a decision!

goode ideals thank！

Really interesting test. Makes me wonder, would a smaller price gap plus stronger US-made branding change behaviour even a little? Also, I would love to see a second test directly explore emotional triggers (more explicitly) than just price and origin.

Nice write

People's behavior is much more honest than their words. Better to observe what customers' real chose are in the real shopping environment.

Really interesting experiment! It shows that nowadays strong branding is even more important than just product origin.

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Really interesting to see this (I'm not American, just sharing an outsider’s perspective).

It’s a strong reminder that even when people want to support local manufacturing, price still plays a huge role — especially with today’s economy.

Also appreciate you sharing real numbers on something so critical for your business. It's not always easy, but super valuable for the community.

Honestly, I feel the results would probably be very similar in places like Canada or Mexico too.