Subscription plans - why do we buy? What encourages us to buy? What is the best subscription sales strategy?

1. CREATIVE FOR COMMERCE

2. Psychology of the Internet
subscription sales

3. subscription plans
why do we buy? what encourages us to buy?

4. people appreciate stability  fixed price subscription plans
people appreciate safeness  always up to date software
people appreciate comfort  easy access to purchased software
people appreciate saving  cost spread over time
people appreciate flexibility the ability to change the subscription

5. subscription plans
why it is hard to unsubscribe?

6. 1. We do not like to admit to wrong decision
2. We do not like to be not consistent
3. We do not like to be not loyal

7. subscription sales strategy
examples

8. the curse of choice
we offer subscriptions to hundred students

9. Link: Dan Ariely, „Predictably Irrational: The Hidden Forces That Shape Our Decisions”
Magazine subscription is offered to students in three options: digital
version, paper, digital version + paper.
Most of them chose a digital version + paper at a price of $125. Of
course, nobody chose only paper – it is illogical because the price
is the same.
In another test, the offer was changed. This
time, most of the students chose the digital
version for $59.

10. we like to compare in easy way
give two options in similar price
- on of them will attract to buy more expensive option

11. mysterious nine
how women are buying?

12. Dress was offered in three prices: $34, $39, $44. Most of the
respondents chose not the cheapest option, but the price ending in
nine.
The next test checked relationship between the
size of the font used to write the price. In most
cases, the "small" price was a better choice.
Link: http://www.cbsnews.com/news/pricing-psychology-7-sneaky-retail-tricks

13. we like nines and size does matter
remember to digit of nine and that small is beautiful ;)

14. Keep Prices Stupidly Simple
freedom of choice and decision-making

15. CloudFire tested three price lists subscriptions:
A) Free + 2 options paid
B) only one pay pla
C) 2 options paid
Summary of A/B testing indicated that wins
option with only one paid subscription plan.
Although it is characterized by lower
conversion, but users are more involved (not
unsubscribe).
Link: http://venturehacks.com/articles/pricing-experiments
$49/yr $24/yr
$49/yr
$49/yr $24/yr

16. reality is sometimes strange ;)
test (A/B, user testing), compare, calculate

17. one, two, three
it’s time to go for a beer

18. Link: William Poundstone, „Priceless: The Myth of Fair Value (and How to Take Advantage of It)”
Beer pricing test was conducted. In the first case study participants
chose between normal beer (cheaper) and more expensive
premium beer. Most people chose the more expensive beer.
In the next study added cheaper beer, leaving the two previous
ones. None of the respondents chose the cheapest drink. However,
the selection ratio between the normal and premium beer turned
away.
Conducted another study, this time adding the most expensive
premium beer. This time, most people chose the premium beer at
an average price. As compared to the first situation more bought
beer for $2.50!

19. middle position always wins
give three options - people choose the middle

20. Thank you
for your attention.
Ideacto.pl