Find the optimal price for any product or service

About the Course

Course-Icon-Pricing

application/vnd.openxmlformats-officedocument.spreadsheetml.sheet

Spreadsheet - Van WestenDorp

Spreadsheet Gabor-Granger

Spreadsheet - Conjoint Analysis

Pricing-0-Introduction

Introduction

A brief description of each method in this course

Overview of Pricing Methods

Pricing-1-Method-Psychology

Method 1: Psychology

Annual pricing vs monthly pricing. Common mistakes in displaying the price. Which colors to use.

SaaS Pricing

Best location of the price and button. How to push attention toward the CTA. Best way to frame discounts.

eCommerce Pricing

Pricing-2-Method-Surveys

Method 2: Surveys

Determine Your Customer Segments

Two factors for choosing a survey platform

Select the Survey Tool

How to identify and isolate groups of people

Recruit People in Each Segment

How to portray a realistic purchase scenario

Ask People to Evaluate Your Product

Analyze Their Willingness to Pay

How to spot people with different needs (and thus, a different willingness to pay)

Compare Responses Across Segments

Example: Home Goods

Pricing-3-Method-Van-Westendorp

Method 3: Van Westendorp

Overview of Van Westendorp

How to run a survey to get the necessary data

Step 1: Collect the Data

Step 2: Convert the Data Into a Frequency Table

Step 3: Convert Table Into Percentages

Step 4: Analyze the Van Westendorp

Pricing-4-Method-Gabor-Granger

Method 4: Gabor Granger

Overview of Gabor-Granger

Step 1: Set Up the Gabor-Granger

Step 2: Prepare the Data

Step 3: Analyze the Gabor-Granger

Pricing-5-Method-Conjoint

Method 5: Conjoint Analysis

Overview of Conjoint Analysis

Which Software to Use?

How to set up a conjoint study using software

Step 1: Set Up the Conjoint Study

How to simulate the impact of different prices on market share

Step 2: Analyze the Conjoint Data

How to perform conjoint in a spreadsheet tool (e.g., Excel) without advanced software

Bonus Method – Conjoint Analysis in Excel

Pricing-6-Method-Split Testing

Method 6: Split Testing

Distinction between split testing vs. price discrimination

Overview of Split Testing

Four categories of prices that you can test

Which Prices Should You Test?

Pricing-7-Method-Demand Curves

Method 7: Demand Curves

Overview of Demand Curves

How to analyze past sales data to calculate the optimal price

How to Analyze a Demand Curve

Pricing-8-Bonus Videos

Bonus Videos

How to find the optimal price by using the Implicit Association Test (IAT)

Method: Reaction Time

The House Money Effect

How Do We Evaluate Prices?

How to Reduce the Pain of Paying

What's the Best Visual Size?

What's the Best Visual Position?

Should Your Price Be Round or Precise?

What Should You Place Around the Price?

Which Numerals Should You Choose?

How to Design Your Pricing Package?

How to Structure the Payment?

Which Products Should You Discount?

Which Type of Promotion Should You Offer?

How Big Should Your Discount Be?

How to Frame and Display Your Discount

Thumbnail-Pricing-Course

Pricing Optimization