Description
Pricing strategy: value metric, decoy-effect tiers, WTP curve, packaging psychology, grandfathering.
Pricing is not cost-plus. Price signals quality, audience, and positioning. A well-designed pricing page answers: 'Is this for someone like me?' 1. VALUE METRIC: per-seat (value scales with seats, penalizes large teams), usage-based (scales with consumption, unpredictable bills), outcome-based (high alignment, complex measurement), or tiered (simple, budgetable). Justify in one sentence. 2. ANCHOR SET — Good/Better/Best: - Good: stripped down, 50-60% of Better. Exists to make Better look rational (decoy effect). - Better: the anchor. 80% of customers actually need this. Priced at the WTP sweet spot. - Best: fully loaded, 2-3× Better, for those who want 'the best'. 3. WILLINGNESS-TO-PAY CURVE: Van Westendorp's Price Sensitivity Meter: - Too cheap (quality doubt): below $X - Good value: $X-$Y - Expensive but consider: $Y-$Z - Too expensive: above $Z Optimal price: intersection of 'too expensive' and 'too cheap' curves. 4. PACKAGING PSYCHOLOGY: Exclude a daily-friction feature from Good to drive upgrade. Put high-perceived/low-cost features in Best (priority support, early access, custom branding). 5. GRANDFATHERING: Hold forever (goodwill), hold 12 months (adjustment time), tiered sunset (active users get longer), or immediate change (expect 5-15% churn). OUTPUT: Tier table with prices and features. One-sentence positioning per tier.
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