Your pricing page is the most important page your company will ever build. Don’t believe me? Well, consider this: every other page and almost every other activity in your company works to lead people to that page and convert them to healthy, paying customers.
To a greater extent, pricing can be thought of as the center of your business. After all, you exist to provide some nugget of value in exchange for cold, hard cash to keep your business surviving and thriving. Pricing is the exchange rate on that value, and your pricing page is the final gateway that ideally works to justify that exchange rate.
After looking at over three thousand SaaS pricing pages and writing about the best ones in our SaaS Pricing Page Pageant, we decided to double down and bring you a resource to make your pricing pages fantastic. Let’s dig into two top level findings that can help everyone before giving you access to all of the study’s insights. Don’t want to wait? Well, go ahead and download the SaaS pricing page study here:
1. Only 1 in 5 Companies Set Prices Based on Customer Value
That’s worth repeating. Only 1 in 5 companies use customer development and perceived value to set their prices, while the rest settle for prices based on a combination of guesswork, competitors’ pricing, and their costs of production.
Guess what? Your customers don’t care about your internal development costs or how much your competitors charge. Be empathetic and realize that your customers are purchasing based on their own value perceptions, which means you need to price by quantifying the value you’re providing them.
Bottom Line: Go out and talk with your customers about how much they’re willing to pay for your product. You’d be surprised how open people are when it comes to chatting about prices.
2. Two out of Three Companies DO NOT Have a Freemium Plan
This was surprising, because any Google search for “Freemium” results in hundreds of articles discussing the pros and cons of such an illusive strategy. We’ve been pretty open about our bias towards a free trial instead of a free plan (86% of companies utilized at least a free trial), mainly because a freemium offering can be a pretty hefty marketing expense .
The Bottom Line: Don’t assume you absolutely need a free plan. If you do choose to provide one (or are already providing one) be cognizant of the fact that freemium is a customer acquisition strategy, not a revenue model (click here for more on freemium vs. the free trial).
Focus on Your Pricing From a Value Based Perspective
While these findings may not be earth shattering to you, much of the other information we found concerned the actual mechanics of the pricing page. For instance, 55% of companies utilize three to four distinct pricing plans. Only 18% of companies offer an annual pricing option. 6 out of 10 companies include FAQs. The list goes on in the ebook.
While these mechanics, facts, and figures are important from a design and setup perspective, the most important factor to continually keep in mind concerns value. You need to continually measure, optimize, and boost the value your customers see in your product. They’re the ones paying you and no amount of backdoor cost analysis, revenue number crunching, or competitor research will reveal what they’re thinking, so talk to them.
To find out more, check out the whole study in the ebook below.