CREATIVE FOR COMMERCE

Psychology of the Internet subscription sales

subscription planswhy do we buy? what encourages us to buy?

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

subscription planswhy it is hard to unsubscribe?

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

subscription sales strategyexamples

the curse of choicewe offer subscriptions to hundred students

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.

we like to compare in easy waygive two options in similar price

- on of them will attract to buy more expensive option

mysterious ninehow women are buying?

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

we like nines and size does matterremember to digit of nine and that small is beautiful ;)

Keep Prices Stupidly Simplefreedom of choice and decision-making

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

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

one, two, threeit’s time to go for a beer

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!

middle position always winsgive three options - people choose the middle

Thank you

for your attention.

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