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MenuWhat are the best practices when converting an annual membership model to a per use transactional model?
Currently sell annual memberships for £89 which gives unlimited use to the platform. Considering moving to pushing consumers to transact on a per usage basis (price point tbc). Would doing this help meet our objectives to:
- Increase annual revenue p/member
- Increase conversion rate by reducing barrier to entry.
Answers
Probably not enough information to answer this question here, but...
1. the new pricing models sounds like the monthly charge will be variable and unknown. Some buyers won't like this (eg if you're B2B, they won't be able to budget for your costs)
2. Have customers asked for this? Therein, may lie the answer to your conversion rate question
3. There is no rule that says you have to have one pricing model. Launch a secondary model and let the customer choose. You could even consider framing one as a decoy?
Have to chat further if you're interested
Jon Manning
Hi,
interesting problem for sure. As Jon eluded to in his response, you probably want to ask yourself the following question: "How well do I really know our customers". I would recommend that you think about your ideal customers and answer the following questions:
- what value they're looking to gain
- what features they think are most important
- what they're most willing to pay
Without knowing what your ideal buyer needs and wants, it is difficult to set the right pricing strategy or understand their willingness to pay for your product. You may find different buyer segment by doing this research, and that's ok. This data will help you create a tiered approach to your pricing where you package the features that are the most important to our buyer personas (and that they would be willing to pay for)
Once you know this, one thing you may consider is doing a small user testing experiment on your new packaging, then A/B test it on your website.
This whole process is called 'value-based pricing' and this how you get to increase your average ARR per client.
Happy to talk to you more about this.
- Loic
Related Questions
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How do I raise my prices without losing customers?
Here's three tips: 1. Increase the value you provide more than the price. If you want to lift prices by 10%, give 20% more value. 2. Rename you products. This will remove the association with the legacy pricing. 3. Craft an awesome pricing communications strategy. I've had clients that have done both 1 & 2 above, then finished the communication to customers about those changes with the line "we understand if you need to go elsewhere" and they have never lost clients. Good luck!JM
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Does odd pricing turn you off (e.g., $29 vs $30)?
For me personally, no. However, what you really need is a larger data set. Gumroad just did a post on prices ending in "9": http://blog.gumroad.com/post/64417917582/a-penny-saved-psychological-pricing 37signals started with prices that ended in 9: http://37signals.com/svn/posts/1287-ask-37signals-how-did-you-come-up-with-pricing-for-your-products ... but they later did research and found it didn't matter (for them). The answer for YOU will likely be to test these things for yourself on your SaaS app.JJ
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What's a reasonable profit margin on merchandise?
Are you the manufacturer or reseller? If you are the reseller, typically about 40-50% above cost. Use the MSRP as an indicator.ZR
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Has anyone increased SaaS subscription pricing by 100% and lived to tell the tale?
Many well-known SaaS companies have doubled their prices. I've personally worked with a few that have gone through it. In most cases, your conversion rates stay the same and you see a huge jump in revenue. This is because people tend to under-price themselves. Also, your product improves over time so it provides more value and can support a higher price. But don't raise prices for old customers. Grandfather them in so their plans stay the same price. In the long run, it won't make a difference to your growth since most of them will churn out anyway. If you raise prices on current customers, you'll get a huge backlash. It gets nasty. I'm pretty sure that Zendesk tried it and had to reverse the price increase. I highly recommend raising your price by 100% for a month on new customers. Keep a close eye on your revenue and your conversion rates. If things don't go well, you can easily reverse it and discount everyone that paid for the more expensive plan. Either way, you'll know what your market will actually support.LL
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Cut prices to compete with undercutting competition or not?
If your product is truly better undercutting the undercutter is a good temporary marketing strategy. Just make sure your business can afford to do so. Their business model might allow them to simply charge less because of efficiency factors that you might have. Or your prices might simply be a bit higher for what your market is willing to pay or considers justified.HV
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