Raising prices can boost revenue but sometimes causes fewer sign-ups. In one...

https://www.slideserve.com/aaron_ward92/what-is-the-difference-between-arpu-and-aov-for-saas-pricing

Raising prices can boost revenue but sometimes causes fewer sign-ups. In one case, a SaaS company saw a 31% drop in conversions but gained a 22% increase in revenue