[growthhacker conference '16] elena verna vp growth at surveymonkey: product experience ...
TRANSCRIPT
Conversion based on entry point
● Do all pricing entry points convert equally?
● If not (and they will not), why not?
Types of users that enter pricing● 1st entry vs. nth entry?
0 Number of times user enters pricing -> n
Order Rate
Types of users that enter pricing● Time since account creation
0 Time since account creation -> t
Order Rate
Conversion based on user category/locale
● What use cases are price insensitive
● What countries perform better
Anytime we AB test we break up pricing page visits by user type:
● Churned Users● Existing Free Users● Brand New Users● Currently Paid Users
Customer Satisfaction Use Case
● Logo● Themes● URL customization● Survey re-direct
So focus on relevant features on pricing!
Some wins that we’ve had to get better mix shift● Price display $300 per year vs. $25/month, billed $300 annually
● Showcasing package we want customer to choose
● Position your popular package in the middle of the pricing page
Not as most expensive option
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