We have a pricing calculator that many people use. Some of them give us their email address when downloading a report or subscribing to our newsletter. I am trying to figure out how we could get their email address directly from the pricing page if they punch in a number that is large enough. Any thoughts what we could do directly in the pricing page is highly appreciated. They can sign up for free to our product or schedule a demo, both of which would give us their email address. If I forgot to share some details, please ask in the comments.
To get people into their product, many SaaS companies turn to discounts to increase acquisition. They think that they can raise prices later, once these customers see the value in the product. But by discounting, you have already hurt that value. After spending so much time perfecting your pricing, you shouldn't use discounting as a “quick fix” to bring in more customers by underselling the value of your product. Let's walk through why this is so painful from a data perspective, as well as how you should use discounts if you need to use them.
<p>Pricing is one of the original four Ps of Marketing. Your pricing model goes hand-in-hand with your growth engine. For example, if you plan to buy advertising to drive growth, you'll need a pricing model that generates a customer lifetime value that exceeds your customer acquisition cost. If, on the other hand, you are primarily driving growth through a viral invite system, you'll generally need a fairly low price to reduce purchase consideration friction in your customer acquisition funnel. Beyond supporting the growth engine, price is also a function of the value that customers receive from a product and the cost of alternative solutions.</p>
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