📂 3x ARPU without decreasing conversions

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Today's newsletter is proudly supported by 42/Agency 🙌

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When you're in scale-up mode and you have KPIs to hit... the pressure is on to deliver demos and signups. And it's a lot to handle: multi-channel strategy, remarketing, landing pages, email sequences, revenue ops, conversion rate optimization.

42/Agency, founded by my friend Kamil Rextin, has worked with companies like Sprout Social, Klue, Qwilr, Uptick, Onfleet, and many more to help them with all things demand generation. They're always my top agency recommendation for specializing in SaaS demand gen. Go read some spicy takes on freemium, "inbound marketing", and category creation and then schedule a free consultation.

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Today's newsletter is by my friend and SaaS copywriter Pedro Cortes.

Pedro works with dozens of SaaS companies to improve their landing pages, onboarding, and conversion flows and he ALWAYS has amazing results to show.

And for the Swipe Files audience only, he's sharing some behind the scenes content of real projects with clients.

MarkCopy is a product that leverages AI to help you write articles faster without sacrificing on the quality.

Unlike other competitors it combines your outline and the best performing articles on that topic to assist you writing a quality article in ⅕ of the time.

So why did they ask for my help?

The main problem is that these “copywriting” products are becoming a commodity mainly competing on price.

What we needed to do instead is show the key difference and double down just on long form content.

Other problems include (check the image)

#1 - A cheap plan devaluing the product and making it seem like other headline generating type products…

#2 - Unclear pricing. It will tell you how many words you can use per month but not how many articles you can write!

#3 - Didn’t seem like it was designed for teams or for people that took content seriously. The very people willing to pay good money for this, did not believe in the product.

Here's what we changed:

(check the image for the numbers)

#1 - We made each plan really clear on “who was it for?” and how many articles they could write per month (what they actually care about, not words per month)

#2 - This is a typo in the wireframe. It’s supposed to say you pay per user but can add as many as you want (we were deciding on this at the time). Gives you a true behind the scene look!

#3 - We made the names of the plans clearer although I would still change them to be slightly different. The founders liked it like this and it’s fine since the rest is clear.

#4 - We added a bigger plan to show we are ready for big teams and we remove the small plan to not cheapen the price.

Note: We also anchored the price with how much time they will save and how much more content they will produce.

The goal? Just to make the price seem like a total no-brainer if you frame it like this.

“What was the result?”

99 euros is now the average revenue instead of 30-40.

Right after changing the page we started to attract TEAMS not just individuals which would then pay €99 per user!

This happened even when we just changed the pricing within the app, haven’t updated on the website yet and it’s working already!

So who knows how much revenue per customer will actually increase.

At least 2-3x MINIMUM, just by explaining the pricing in a different way :)

—Pedro

Thanks again to Pedro for sharing the case study. Make sure to go follow him on Twitter and LinkedIn.

What did you think?

—Corey

p.s. did you see that I launched my new course, Marketing Like A Media Company? Would love for you to check it out →​

Thanks again to our featured sponsors:

1. ​Agorapulse: “The Zappos of social media management platforms” helps you plan, schedule, and report on your social presence.
2. ​Ahrefs: Ahrefs Webmaster Tools is a free SEO toolset to help you build backlinks, improve your site, and rank for keywords.
3. ​The Juice: “Spotify for marketing & sales content” to discover blogs, podcasts, and videos to help you grow your business.
4. ​42/Agency: My #1 recommended demand generation agency for SaaS to help you drive demos and signups.
5. ​Supermetrics: Get all your marketing data into your reporting tool of choice. Push data from 70+ integrations into Google Data Studio, Sheets, and more.

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