3. Customer feedback & helpdesk platform
Offices in San Francisco & Raleigh, NC
140,000+ UserVoice sites online
Designed for SaaS, Gaming & Mobile
Tens of millions of end-users
182 people/sec see our product
Lots of data :)
4. When we last left our heroes...
If you missed last years talk check it out on 500.co
9. Pricing Starting May 2011
Goal: Maximize helpdesk usage
$5 price point chosen to pre-qualify users.
But represented a barrier to people using the product.
•
•
70%
17%
10. Pricing Starting Feb 2012
Action: Move to $5 to Free
Revenue risk was okay - those plans represented < 2% of total MRR
A/B tests indicated that Free would cannibalize other paid plans
•
•
20. Weekend Billing
55% BILLING FAILURE
RECOVERIES
versus weekdays
TRIAL EXPIRATION RECOVERIES
versus weekdays
22%
21. Weekend Billing Is bad for your health
34% BILLING FAILURE
RECOVERIES*
TRIAL EXPIRATION
RECOVERIES
22%
22. Weekend Billing Is bad for your health
34% BILLING FAILURE
RECOVERIES*
TRIAL EXPIRATION
RECOVERIES
23% BILLING
FAILURES
22%
23. Weekend Billing Is bad for your health
34% BILLING FAILURE
RECOVERIES*
TRIAL EXPIRATION
RECOVERIES
23% BILLING
FAILURES
* Only 6% improvement when you look at 60-day billing failure reactivations
(29% recovery vs 73% reactivation)
22%
40. NEW
Satisfaction Surveys
Higher response rates than traditional email surveys through
proactive, in-app prompts.
Easily track trends and correlate positive or negative responses
with specific product areas or user traits.
Get ahead of customer churn - poor ratings from customers get
turned into support tickets enabling quick follow-up from your
customer team.
43. Pricing Starting Feb 2012
Goal: Simplify product & pricing
3 products and 12 total price points is a lot to digest.
Most free accounts now used both products. Didn’t want to penalize usage.
•
•
44. Pricing Starting Feb 2012
Action: Create a single product w/ 4 plans
Determine what the new price points should be.
Assess conversion and risk to existing MRR.
•
•
45. Pricing Starting Feb 2012
$92
AVERAGE $45 $18
Process: Price points
Look at the average per seat rates (including discounts) across all products
•
46. Pricing It’s science, bitch!
Process: Price points
Look at the average per seat rates (including discounts) across all products
Bring in PriceIntelligently to survey existing & churned customers + market panels
•
•
47. Pricing Are you down with IPP?
Process: Price points
Look at the average per seat rates (including discounts) across all products
Bring in PriceIntelligently to survey existing & churned customers + market panels
•
•
$16 IPP - CUSTOMERS
Free, Paid, Churned
IPP - MARKET
PANELS
SaaS & Software companies
$21
$18 CURRENT
AVERAGE
Across existing customers
48. Process: Price points & features
Look at the average per seat rates (including discounts) across all products
Bring in PriceIntelligently to survey existing & churned customers + market panels
Set monthly and annual price points to straddle IPP
•
•
•
Pricing Starting Feb 2014
49. Pricing Starting Feb 2014
Process: Risk assessment
We’d lose 5% of MRR with the new pricing models.
A/B tests were relatively inconclusive about the effect price points
would have on funnel
•
•
60. Thank you
Any (easy) questions? :)
Richard White
@rrwhite
Like this talk? Join me at UserConf!
The first conference focused on how startups can give (&
scale) great customer service.
Go to UserConf.co for details.
