Pricing Page Teardown from ProfitWell

Data and banter behind the best (and worst) pricing pages

4 followers

Data and banter behind the best (and worst) pricing pages

4 followers

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Pricing Page Teardown joins ProfitWell's CEO Patrick Campbell and Price Intelligently's GM Peter Zotto in tearding down pricing strategies from Netflix and Pornhub to Salesforce and Shopify using data collected from thousands of customers.

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How do you actually choose the subscriptions to tear down? There’s both B2B and B2C, but I’m interested to know if there’s a set of requirements for how companies are featured.

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7yr ago

ProfitWell

Maker

@maeve_duffy yea decent question - this really comes down to a mix of our own business needs (We're curious about something and want to learn more), as well as what people request. Some of our more controversial ones (pornhub, Kanye West, GaryVee coming up, etc.) all came from people who wanted help understanding why these people/products are actually so popular/worthwhile. On the B2B front we also just love digging into where folks are getting things right and wrong.

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7yr ago

What teardown has had the most surprising data so far? I thought the one on non-profits was interesting (people caring more for animals than other people), but curious to know what you think.

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7yr ago

ProfitWell

Maker

@mary_mallard this is a great question actually. The non profit episode we did was actually super interesting because of what you're alluding to - people cared so much more about animals from a willingness to pay perspective than they did about those in foreign conflicts or suffering internationally. From a business perspective, I was surprised at just how terrible Salesforce.com's pricing page is - it's extremely effective from a data perspective, but probably one of the most god awful designed pages ever. From a really good perspective, I really love Square, I think they're the most under-appreciated public company out there in terms of pricing power.

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7yr ago

ProfitWell

Question for you PC - Given the pricing page teardowns you’ve done for other companies, how would you analyze the ProfitWell pricing page?

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7yr ago

ProfitWell

Maker

@yuluomeng great question, so right now we've been transitioning so our pricing page is still old. I think it's actually set up properly in the sense of being very upfront with why the core product is free and then teasing out the other paid products. We don't do a good enough job in the positioning front, which needs work as to how our products fit together. We also need to anchor our enterprise large accounts a bit better -w e're leading with the free product which can throw people off a bit, so just need to put the right anchors in there.

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7yr ago

Have you thought about creating a Pricing Page Teardown on pricing pages that shouldn’t be subscription companies? I saw a subscription company on lettuce… really, lettuce?

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7yr ago

ProfitWell

Maker

@robbylit all companies can be subscription companies! Ha - well not exactly. What's funny is it's not a problem with the fact that it's a lettuce subscription company, it's more of a problem of how the subscription is delivered. Think about the subscription coffee market - just sending me X amount of coffee per term isn't that great, because everyone uses coffee at a different level during different times. The key is to measure that amount somehow and deliver the coffee just in time, so some of these companies have a scale that the coffee sits on or basically have really good reminders to ping the user to order coffee when they need it next rather than on a set term. The point of subscriptions isn't actually the subscription - it's the relationship that breeds recurring revenue, and if your relationship is better served with a different structure or different term then you want to align with that customer as closely as possible. As an aside, subscription/recurring lettuce isn't all that crazy. Microgreens are 30-40x more valuable than regular lettuce because of their health benefits and extra nutrients, so don't knock it too much until you try it. :)

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7yr ago

Dynamo

This is a knowledge goldmine for anyone in the SaaS industry. When we built the pricing plans for Zest Enlight (now in closed beta), I prepared the Pricing model brief for the team and used three videos of Patrick's and the team in this brief. Really helped us out with creating a healthy discussion about our pricing strategy. Good stuff, guys!

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7yr ago

ProfitWell

Maker

@yam_regev let's gooooo! That's awesome to hear. Keep changing those prices over time, too.

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7yr ago

You propose subscriptions for brands that don’t have them yet. What do you look for in a company that tells you they could have a successful subscription option?

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7yr ago