Process
Test contact us vs a price in five steps
Two weeks from the question to a change on the page
A two-week process for deciding whether to publish a price. Interview about ten people in each of three groups, test six prices, read each group separately and then change the page for a set period to see what buyers do. It is written for scaleup teams moving upmarket who need a defensible answer for sales, the CEO and the board.
Where this appears
What's in this process
- Pick three groups: Recent buyers, lost or stalled deals, and prospects who stopped at the pricing page. About ten each.
- Write questions and six prices: Questions from last purchase to who signs off. Six evenly spaced prices, no number in the offer.
- Run 30 conversations: Show the page for 10 seconds, test the prices one at a time, ask why after each answer.
- Read each group alone: Compare where each curve peaks and the reasons behind it. Do not average the groups.
- Change the page and compare: Publish for a set period. Compare qualified first calls, quote-stage losses and discounts.
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Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/test-contact-us-vs-published-price-in-five-steps"><img src="https://www.koji.so/visuals/test-contact-us-vs-published-price-in-five-steps/test-contact-us-vs-published-price-in-five-steps.png" alt="Process in five steps for testing contact us against a published price, from picking three buyer groups to changing the page and comparing." width="1200" height="739" /></a>
<p>Source: <a href="https://www.koji.so/visuals/test-contact-us-vs-published-price-in-five-steps">Test contact us vs a price in five steps</a>, Koji</p>
