Swipe Files - 📂 Pricing pages that convert

Today's newsletter is proudly supported by ReactSquad 🎉

I decided to partner with ReactSquad after experiencing first-hand how hard it was to hire a reliable engineer without paying Silicon Valley salary rates. It's the only developer matchmaking service for SaaS startups focused on vetted engineers who focus on React & Node.js. All you have to do is tell them about who you're looking for, they'll find a match within 24 hours, interview your match, and then start your 7-day free trial. There's no minimum commitment and if you're not happy, they'll find a replacement for free. Make sure to mention "Corey" or "Swipe Files."

📖 The following is an excerpt from my work-in-progress book, Founding Marketing. It's a (very) rough draft of thoughts, notes, and research... so feel free to reply with your feedback on what I should expand more on and what needs to be clarified. Enjoy!

Price anchoring is the practice of referring to another price that makes the other price point(s) look more attractive. The “anchor” is often the first price point someone sees, although it isn’t always.

How to use price anchoring:

  • Show the highest price first: Makes subsequent plans appear more affordable and less expensive.
  • Show the lowest price first: This can make higher-priced and more featureful or beneficial plans seem more attractive if the price difference is marginal.
  • Compare with competitors prices: More affordable than competitions? Show how much they could save by switching to you.
  • Compare with alternative options: Show how affordable your price is compared with building themselves, going on with their current solution, or hiring someone.
  • Show the original price before discount or promotion: Emphasize savings and appeal to the bargain-hunter as well.

Making A Recommendation

Some companies take the liberty of highlighting a plan or product offering to viewers. This gets into some murky water, ethically, as there are many wrong and unethical ways to do this.

You can make a recommendation by showing a plan to be:

  • The Most Popular: If you do this, show which plan actually is the most popular, not just because it’s a higher price point or the plan you want to push.
  • The Best Value: If you do this, elaborate on why it’s the best value. Showing a plan as the Best Value without an explanation will build skepticism with your users.
  • The Recommended option: Again, if you do this, explain why it’s recommended. Honestly recommending the most affordable option may help increase the conversion rate to that plan and reduce the number of downgrades and churn.

Pricing naming conventions

The last thing you want to do after crafting a pricing strategy is to name the plans in a way that confuses potential customers and hurts your conversion rate.

As a rule of thumb, your pricing plans should describe either who it’s for or what the feature set is.

There’s no need to get cute with naming pricing plans. It’s best to follow standard naming conventions that help potential customers quickly self-identify which one is best for them and feel confident in their decision.

Here are some standard recommendations for plan families:

  • Beginner, Intermediate, Advanced
  • Basic, Standard, Premium
  • Hobby, Business, Enterprise
  • Starter, Pro, Elite
  • Individual, Team, Enterprise
  • Lite, Standard, Advanced
  • Startup, Scaleup, Enterprise
  • Nano, Micro, Mega
  • Bronze, Silver, Gold
  • Personal, Team, Enterprise
  • Freelancer, Team, Agency

I’d recommend calling any free-forever or freemium plan simply “Free” and any plan that requires a custom quote “Enterprise.” They’re both naming convention agnostic and can be used in essentially any combination you choose.

The two biggest things you want to avoid are using synonymous-sounding names for different plans and using plan names that have conflicting meanings.

Imagine a pricing page where you’re looking at three different plans, but the prices and features aren’t listed. The plan names are Hobby, Micro, and Gold. Sounds ridiculous, right? It’s the same principle for combinations I’ve seen like Starter, Basic, and Business. Or Pro, Premium, and Plus. Without knowing the price or features of each one, it’s virtually impossible to tell how they rank against each other.

—Corey

p.s. ready to take your marketing skills to the next level? Invest in a Swipe Files membership to get 4 courses on SaaS Marketing.

Swipe Files does not have sponsors. We have partners.

We partner with trusted top-tier service providers. In fact, I reached out to them — each one has been carefully selected and vetted so I have 100% confidence in recommending them to you. Doing business with them supports this newsletter. 😊

See how these services can help you grow and mention "Swipe Files" or "Corey" for special treatment:

  • Conversion Factory — My product marketing agency on a subscription to help you turn traffic into revenue.
  • ReactSquad — The only developer matchmaking service for SaaS startups focused on vetted engineers who focus on React & Node.js.
  • xFusion — Get trained, reliable, and affordable customer support reps ready to go for your business.
  • Sales.co — Cold email from idea generation to A/B testing, all you have to do is show up for the sales call.
  • Videodeck — Done-for-you video production with an expert team at an affordable price.
  • Dofollow — My go-to service for sourcing high-quality backlinks in ethical ways to help you rank higher in Google.
  • Embarque — Level up your content and SEO at an affordable price, from keyword research to content production to promotion.
  • MarketerHire — Get matched with a top-tier freelance marketer within 48 hours.

0 of 5
You're just 5 referrals away from unlocking 50% Off
Next Reward
50% Off
Share with 5 friends and become a Swipe Files member for just $249 (normally $499) or get 50% off your next year if you're already a member.
Unlocked Rewards
50% Off
Free Year
Free for Life

Older messages

📂 The right activation model increases sign ups without increasing churn

Monday, May 13, 2024

​ ​ ​ ​ Today's newsletter is proudly supported by ReactSquad 🎉 I decided to partner with ReactSquad after experiencing first-hand how hard it was to hire a reliable engineer without paying Silicon

📂 The right pricing model aligns value with expansion revenue

Thursday, May 9, 2024

​ ​ ​ ​ Today's newsletter is proudly supported by Conversion Factory 🎉 I started Conversion Factory to help startups go from a nice-to-have to a must-have. We're the only product marketing

📂 Anchor pricing on a primary value metric

Monday, May 6, 2024

​ ​ ​ ​ Today's newsletter is proudly supported by MarketerHire 🎉 I see more and more top-tier marketing talent going freelance these days. And as a 4x first marketing hire myself, I know just how

📂 Pick an initial price to learn from

Thursday, May 2, 2024

​ ​ ​ ​ Today's newsletter is proudly supported by Embarque 🎉 ​ For two years in a row, SaaS founders and marketers reported content as the #1 driver of growth according to the State of SaaS

📂 Guerrilla tactics leverage doing things that don’t scale (until they do)

Monday, April 29, 2024

​ ​ ​ ​ Today's newsletter is proudly supported by Dofollow 🎉 In an era where content creation is easier than ever, content authority is the key to ranking high and maximizing SEO. And despite what

You Might Also Like

🧃 Cashing in on the indie hacker gold rush + a solo brainstorm

Saturday, June 15, 2024

2 new episodes of the Startup Ideas Podcast to get your creative juices flowing ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

What’s 🔥 in Enterprise IT/VC #398

Saturday, June 15, 2024

The 5 Ps of Inception Investing + outworking your competition from Tom Brady & Roger Federer ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

📄 $6.8M ARR - Simple Blogging Tool

Saturday, June 15, 2024

+ How to never build something nobody wants.. ever again... ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

🗞 What's New: How to create good content

Saturday, June 15, 2024

Also: War room wisdom for founders! ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

🗞 What's New: How to create good content

Saturday, June 15, 2024

Also: War room wisdom for founders! ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

The challenge was just the beginning. Your invite inside 👀

Saturday, June 15, 2024

Applications now OPEN >>> You're receiving this email because you signed up for the Find & Validate Your Ecomm Product Idea Challenge. , First of all, thank you so much to all 6500 of

🚀 Virgin Galactic Hits Pause

Saturday, June 15, 2024

Plus Rocket Lab's $23.9M CHIPS funding, Redwire to provide solar arrays to Thales Alenia, and more! The latest space investing news and updates. View this email in your browser The Space Scoop Week

10words: Top picks from this week

Friday, June 14, 2024

Today's projects: DaetPlanner.ai • Curated Interests • Easychannel • RubberDuck • Site Mechanic AI • IndexGuru • Yubetsu Codex • Tiles - Puzzle With Faces • Syndicate12 • Subjoin • Ai Cv Now •

Issue #119: Building $1K-$10K MRR Micro SaaS Products around Link Building, Jobs, Customer Feedback, AI Speaking C…

Friday, June 14, 2024

This issue is sponsored by Boopos that helps with Buying and Selling SaaS Business Hi fellow founders! Welcome to the 136 new subscribers who joined us this week. We are 33000+ members now. We are

Apple: "AI For The Rest of Us". SaaS Founders: 😱 — The Bootstrapped Founder 329

Friday, June 14, 2024

Generative AI used to be for early adopters. But now, Apple is bringing it to every iPhone. What does this mean for indie founders? ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌