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Extracting more value by getting the pricing right - for classifieds

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Presentation at Property Portal Watch 2018 (Bangkok) about monetization for a listing portal with many listings.
What do you do, when you haven't reached the transaction yet, but have all or most of the listings? Until you can reach the transaction, there are plenty of ways to monetise if you price right!

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Extracting more value by getting the pricing right - for classifieds

  1. 1. EXTRACT MORE VALUE by GETTING the PRICING RIGHT
  2. 2. I AM LAURA SZABÓ Strategic innovation consultant for property portals Before: CPO and product innovator @ingatlan.com Agency member online strategist @WPP, Possible You can find me @ www.lauraszabo.com What else? ◇ Travel fan ◇ Digital enthusiastic ◇ Member of MENSA
  3. 3. Designing your product for monetization first, and people second will probably leave you with neither. Tara Hunt lauraszabo.com
  4. 4. STEP 0: GET THE CONTENT and CREATE THE BEST USER EXPERIENCE lauraszabo.com
  5. 5. GETTING CLOSER TO THE TRANSACTION WHAT KIND OF VALUE CAN WE GENERATE? lauraszabo.com
  6. 6. SLOTS LISTINGFEE VALUE PLACEMENT IMPRESSION CLICK LEAD QUALIFIEDLEAD TRANSACTION lauraszabo.com
  7. 7. Getting to the transaction TAKES TIME. While improving the VALUE, you need to make the MOST OF THE LISTINGS. You can do that by improving your pricing. lauraszabo.com
  8. 8. WHAT HAVE WE LEARNT FROM ONLINE MEDIA? WHEN IT COMES TO PRICING lauraszabo.com
  9. 9. PRICING MODELS AD VIEW COST PER CLICK COST PER ACTION lauraszabo.com
  10. 10. RISK AT THE CLIENT SIDE: TRAFFIC QUALITY - CONTROL AT THE PORTAL CPC CHALLENGES SOLUTION 1: USE THEMATIC PORTAL – they know the target group SOLUTION 2: TRANSPARENCY IN RESULTS – just like Google Adwords lauraszabo.com
  11. 11. RISK FOR THE PORTAL MARKET SUPPLY/DEMAND DRIVES THE RESULTS SOLUTION 1: FOLLOW UP THE TRANSACTION – specific knowledge is needed SOLUTION 2: MAKE THE ADVERTISER COMMITTED – they are in charge of quality lauraszabo.com CPA CHALLENGES
  12. 12. SELLING THEM IN AN AUCTION LIMITED PLACEMENT RESPONSIBILITY IN QUALITY QUALITY ISSUES AV COST PER CLICK COST PER ACTION lauraszabo.com
  13. 13. In online media the REVENUE CAN BE MAXIMIZED WITH PERFORMANCE BASED PRICING when the client acknowledges the value created. lauraszabo.com
  14. 14. LISTING PORTALS WHAT DOES THIS MEAN FOR lauraszabo.com
  15. 15. PRICING BASE Slot Listing fee Subscription Placement Impression Click Lead .... Transaction VALUE BEING PRESENT X X X X X X X X X PERFORMANCE X X X X X X I. VALUE DELIVERED lauraszabo.com
  16. 16. PRICING BASE Slot Listing fee Subscription Placement Impression Click Lead .... Transaction VALUE BEING PRESENT X X X X X X X X X PERFORMANCE X X X X X X MARKET SIZE ON A LOW DEMAND MARKET lauraszabo.com I. SIZE AND STATE OF THE MARKET
  17. 17. PRICING BASE Slot Listing fee Subscription Placement Impression Click Lead .... Transaction VALUE BEING PRESENT X X X X X X X X X PERFORMANCE X X X X X X MARKET SIZE ON A LOW DEMAND MARKET I. SIZE AND STATE OF THE MARKET QUALITY BECOMES AN ISSUE lauraszabo.com
  18. 18. PRICING BASE Slot Listing fee Subscription Placement Impression Click Lead .... Transaction VALUE BEING PRESENT X X X X X X X X X PERFORMANCE X X X X X X MARKET SIZE ON A LOW DEMAND MARKET RISK IN PERFORMANCE BASED PRICING MEDIUM HIGH HIGH II. RISK IN PERFORMANCE BASED PRICING MOST REVENUE OPPORTUNITY lauraszabo.com QUALITY BECOMES AN ISSUE
  19. 19. Expected revenue can be higher if we don’t take responsibility on the actual transaction number on the market. lauraszabo.com TAKE A CHANCE WITH MEDIUM RISK
  20. 20. III. DYNAMIC PRICING ◇ SPENDING CAN BE MAXIMIZED ◇ NO NEED TO CHANGE PRICES – market does it lauraszabo.com +30-40% possible
  21. 21. CONTENT – revenue can be balanced lauraszabo.com III. DYNAMIC PRICING
  22. 22. lauraszabo.com PRICING BASE Slot Listing fee Subscription Placement Impression Click Lead .... Transaction VALUE BEING PRESENT X X X X X X X X X PERFORMANCE X X X X X X MARKET SIZE ON A LOW DEMAND MARKET RISK IN PERFORMANCE BASED PRICING MEDIUM HIGH HIGH CAN BE DYNAMIZED QUALITY BECOMES AN ISSUE III. DYNAMIC PRICING - HOW?
  23. 23. BEING PRESENT DYNAMISE THE PERFORMANCE PART PRICE FOR LISTING lauraszabo.com III. DYNAMIC PRICING
  24. 24. A CLEAR COMPETITION CAN ONLY HAPPEN ON A TRANSPARENT MARKET. If the rules are clear, the efforts to win can be maximized and measured. lauraszabo.com
  25. 25. lauraszabo.com WHAT TO CONSIDER WHEN PRICING? I. Value should be PUSHED TOWARDS THE TRANSACTION, but consider MARKET SIZE when you want to grow.. II. BEING PRESENT is important for the client also, but PERFORMANCE CAN GENERATE GROWTH. III. Use DYNAMIC PRICING to MAXIMIZE REVENUE. IV. TRANSPARENT prices and data for everyone - generates COMPETITION.
  26. 26. LAURA SZABÓ Strategic consultant for property portals szabo.laura@gmail.com www.lauraszabo.com

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