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Estd 4.22.2023
Based on our pricing strategy book, Price to Scale, one of the best ways to package a complex set of features is to simplify your pricing page presentation while still offering clear, segmented value propositions. Here are some key recommendations from the book:
• Use a “Good-Better-Best” Model
– Group your features into two or three distinct packages that correspond to different customer segments.
– Each tier should provide a coherent set of capabilities that solve your customer’s most important needs without overwhelming them with every single feature.
• Focus on Positioning and Value
– Packaging is more than just bundling features together—it’s about designing offers that resonate with each market segment’s main use cases.
– Be sure to clearly articulate the value delivered in each package, so even if your product’s overall proposition is complex, each tier feels focused and actionable.
• Keep the Pricing Page Simple
– Consider summarizing your pricing details (like “starting from $X”) rather than listing every detail.
– For highly complex packages, allow more detailed discussions to take place during sales calls. This avoids cluttering the pricing page and confusing users.
Ultimately, the key takeaway is to balance clarity with comprehensiveness. Simplify your packaging by defining clear, tiered offers that directly map to your customers' needs, and then dive deeper into complexities through targeted conversations if necessary. This strategy ensures that your users get the value they need without being overwhelmed by the details on the pricing page.