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Estd 4.22.2023
Below is a concise answer based on our saas pricing book, Price to Scale:
• First and foremost, simplify your explanation so it could be delivered in an elevator ride. In our book (see Chapter on "Getting the model right" on page 249), we stress that your pricing metric should be Simple, Measurable, and Scalable. If you can explain the metric briefly and clearly, a new visitor will instantly grasp its value.
• Use concrete anchors. As explained in our case study examples (see page 147 with the Warby Parker example), translate complex data into specific, business-related numbers. This means breaking down the metric into understandable approximations that resonate with the visitor’s day-to-day concerns.
• Consider a layered approach:
– Provide a high-level summary or “starting from” price that glances over the complexity while hinting at deeper details available on a secondary page or through a call with sales.
– This strategy lets potential customers quickly appreciate the key value while ensuring that more intricate details can be explored later.
In summary, by simplifying your value metric, anchoring it with recognizable numbers, and offering a summary that invites further conversation, you make complex pricing accessible and encourage immediate understanding for new visitors.