Based on our saas pricing book, Price to Scale, surveys—including email surveys and in-app popups—can indeed be used to gather feedback on potential pricing changes. Here are some key takeaways:
• Directly Eliciting Price Sensitivity:
The book discusses using basic pricing surveys to capture a customer’s acceptable price range. For example, by asking questions like “At what point will the product be so expensive that you would not consider buying it?”, you can generate valuable data on how much users might be willing to pay for additional functionality.
• Method Variations Matter:
While the Van Westendorp Analysis is a popular method for pricing surveys, our book also recommends simpler, more straightforward surveys for clarity in responses. The approach ensures you’re not overcomplicating the process, which can improve the quality of the data collected.
• Context is Critical:
The effectiveness of email surveys or in-app popups can vary by market segment. Price to Scale notes that while these methods work well in consumer and small business settings—where you can get sizable sample returns—they tend to be less effective in enterprise SaaS settings. For enterprise products, the book suggests supplementing surveys with live customer pitch and feedback sessions to obtain more nuanced insights.
• Practical Application:
If you're targeting a broad customer base and need an initial gauge on price sensitivity, using email surveys or in-app popups can yield useful preliminary data. However, if your product is more complex or aimed at an enterprise audience, consider combining survey data with more in-depth, live feedback to ensure your pricing strategy is robust.
In summary, our pricing strategy book, Price to Scale, supports the notion that surveys can be a useful tool for gathering feedback on pricing changes. Their utility depends on your customer segment and the specific methods you use. For consumer or small business products, email surveys and in-app popups can offer valuable insights, while enterprise products may require a more interactive approach.
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