As we discussed yesterday, revenues depend on optimizing both pricing and subscription sales.That’s why this week’s Case Study on Subscription Site Insider has such a valuable lesson for all subscription site execs.Stanford Social Innovation Review started out with two subscription plans: print-only and print+digital, both priced at $39.95. Then last year, the site decided to restructure its plan and increase its prices. So it created a digital-only plan for $39.95 and raised the print-only and print+digital bundle to $49.95.Publishing Director Regina Starr Ridley told me that the change led to a 25% increase in revenues with no drop-off in subscriptions.This is a strategy we’ve seen before, most famously introduced by The Economist. Offering a nonsensical option can often shift more of your subscribers into the plan you want them to take — in this case, it’s the print-only plan at $49.99, which makes no sense when subscribers can get print+digital for the same price. It’s also a savvy way for legacy print publications to get their audience online.But that doesn’t mean bundling is always the best option. Just this week I wrote about how The Economist is now unbundling print and tablet editions of its magazine. Which just goes to show you — the online world is constantly evolving and you’ve got to be flexible in order to continue to maximize your revenues.If you’re interested in honing your price testing chops, then sign-up for next Tuesday’s Webinar on Pricing Testing Results from Subscription Sites. It’s free with membership!