[Charge less?!] Dave Gerhardt dropped the price from $30 to $10 and added 300+ new members in one week.

You should definitely be testing pricing at least a couple times per year. Sometimes your market is willing to pay more or sometimes they want to pay less. By changing up your pricing you can start figuring out what the market sees your value at.

It's also important to consider what pricing means to your company. Low prices can get more people involved, but now your service needs to handle volume and larger customer support, but you get more reach. Depending on your company that could be a great trade off or a bad one.

On the opposite side, here is an example of a company that increased pricing and didn't experience a change in conversation rate. https://insightswebanalytics.com/pricing_saas/

Not many talk about dynamic pricing that some expert marketers implement with varying discounts over time of the year / time in mailing list..