T: @DuaneBrown

What Are The Two Best Research Sources For SaaS Pricing?

A few months ago I wrote about pricing your agency services. A follow up piece to this and one that on the surface looks like something for startups and SaaS businesses. Actually applies to anyone starting their agency. You just have to dig below the surface to see it.

Since March I have been spending a lot of time looking at, thinking about and analyzing pricing pages of B2B and SaaS brands as I buy tools and technology for my agency; Take Some Risk. As I pitch and work with startups and established brands on both sides of the pond. Pricing and how they talk about their brands becomes a part of our servicing offering because no matter how well designed a product or service is, if it’s priced wrong we are not going to be able to sell it to our potential customers.

Beyond looking at direct competitors in your space and running polls against visitors of your website. It’s important to research what other B2B and SaaS businesses are doing in regard to their pricing

Questions To Ask Yourself

  • How they design the landing page
  • How they pricing their product
  • What yard stick they use to measure an upgrade
  • Do they offer a free plan
  • Do their offer a trial period before you pay
  • Do you need a credit card to sign up

The Two Best Research Sources For SaaS Pricing
Beyond doing a Google search or sending out a tweet to your network. I think you should use the following resources that have been my go to: Dribbble and Pinterest

Dribbble
While doing some other research I came across the pricing tag on Dribble that has heaps of beautifully designed landing pages and pricing pages for SaaS businesses. This came at a perfect moment as I just finished talking about a/b testing the pricing page with a client. I wanted to send their paid media traffic to a landing page that has a modified pricing page compared to the main pricing page that everyone else would see. Other awesome tags I looked at are: Purchase, Pricing Tables, Cost, Plans and Price to name a few. To a lesser extent you can also look at Subscription and Subscribe. Seems that 3 tier pricing is still the name of the game when you look at all those tags.

Pinterest
Beyond the Top SaaS Pricing Pages, there are other boards across Pinterest that can help you understand what others are doing in the space. It’s important to get out of our point of view and field of vision to truly see what is going on. Otherwise we risk getting into a rut and complacent in our jobs.

Designing That Pricing Page For SaaS
The team over at ChartMogul designs this cool pricing page diagram that gets at the heart of what a high converting pricing page could include. I say could and not should because there are always exceptions to every rule in business.

Combining the above graph with my post on how to build a high converting landing page, means you’re in the right place to build a pricing page that can help you startup grow faster and be profitable as you grow.

Conclusion
Designing any page on your site is going to be a mix of art and science. It’s important to mix tried and tested ideas with new inspiration as you search around on the Internet to see what others in the space are doing.

Pricing Your Agency Services in 2017

Pricing is a sensitive subject because often talking about money is taboo, in some people’s eyes. However, you’ve to want to get paid and you’ve to want to talk about money if you’re going to run your own company. Once you’re comfortable talking about money then you’ve to honestly figure out the harder question of…

How Much Am I Going To Charge?

This isn’t as easy as it seems. Traditionally people said you should take your costs for the year and divide by 2,000 hours. The reason people said 2,000 hours was because it was assumed you’d take 2 weeks of vacation. Plus 50 weeks X 40 Hours/Week = 2,000 hours. Lets not forget that predicting your costs for the year is wildly inaccurate most of the time.

1. What happens if an emergency comes up?

2.What if you want to take 4 weeks vacation?

Plus by selling hours to your clients, means you can only make more money if you work more hours each year. This usually means you work more hours or you hire someone to help out. When that person is maxed on hours you start the vicious cycle all over again. A twist on selling hours is adding 10% or even 20% on top for profit.  This can work but again you’re still limited by hours and you’re assuming you’ll bill 2,000 hours/year. Plus it incentivizes agencies to work as many hours as they can to max billable hours each month. There is no reason for them to be effective and then efficient with your account.

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You Say Data Driven. I Call Bullshit!

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What does Wikipedia consider data driven:

The adjective datadriven means that progress in an activity is compelled by data, rather than by intuition or personal experience. It is often labeled as business jargon for what scientists call evidence-based decision making.

compelled by data… yeah that’s not happen. There seems to be this uptick in people who think they are data driven and yet they can’t even understand some basic data points that are clearly labeled and given to them by someone.

If you think telling me average time on site is data drive, it’s not.

If you think telling me I feel this is right about campaign is data driven, it’s not.

If you think telling me your personal opinion is data driven, it’s not

If you can’t understand basic data points in a spreadsheet, you’re not data driven.

If you can’t pull anything from Google Analytics or MixPanel beyond the basics, you’re not data driven.

If you can’t create a compelling hypothesis from data given to you, you’re not data driven.

There are too many C and B marketers out there who think they have a mature marketing mind and are data driven. They are not. They need to recognize this and increase what they know about data, gathering information and understand what’s going on. It’s 2016.

The Snippets Extension Header You Pick Affect CPCs and Profitability

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Last week I setup a new AdWords account for a two-sided market site focused on aged care for seniors. The client is based in London and has goals to spread across the UK in the long run. While setting up AdWords and going through my process, I got to AdWords extensions and more so the snippet extensions and paused.

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When Do You Use A Last Non-Direct Click Attribution Model?

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As I wrote last month, I’m starting to think about attribution at work. I’m doing this because we’re trying to figure out how to judge the success of a campaign we launch.  I’ve already written about the 5 different multi-channel attribution models and what makes each one different. As I’ve started down this journey though, I’ve came across one more model that’s interesting and promising: Last Non-Direct Click

This takes all your conversions that show up under “Direct” traffic  in Google Analytics (GA) and looks at the second last click before that conversion happened and resigns it to that channel in GA. Many customers will come to your site through a campaign or a landing page and then bounce off your site and or look at other pages on your site. When that happens, those customers will then become a “Direct” channel customer because going from a sub-domain to your main site domain will cause them to get reclassified in Google Analytics.

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