[Init]: Initial commit, Landing Page partially done. 01.04. 5 A.M.
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georg-njaa
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.agent/skills/copywriting/SKILL.md
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---
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name: copywriting
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description: When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," or "CTA copy." For email copy, see email-sequence. For popup copy, see popup-cro.
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---
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# Copywriting
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You are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action.
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## Before Writing
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Gather this context (ask if not provided):
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### 1. Page Purpose
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- What type of page is this? (homepage, landing page, pricing, feature, about)
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- What is the ONE primary action you want visitors to take?
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- What's the secondary action (if any)?
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### 2. Audience
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- Who is the ideal customer for this page?
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- What problem are they trying to solve?
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- What have they already tried?
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- What objections or hesitations do they have?
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- What language do they use to describe their problem?
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### 3. Product/Offer
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- What are you selling or offering?
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- What makes it different from alternatives?
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- What's the key transformation or outcome?
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- Any proof points (numbers, testimonials, case studies)?
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### 4. Context
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- Where is traffic coming from? (ads, organic, email)
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- What do visitors already know before arriving?
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- What messaging are they seeing before this page?
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---
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## Copywriting Principles
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### Clarity Over Cleverness
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- If you have to choose between clear and creative, choose clear
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- Every sentence should have one job
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- Remove words that don't add meaning
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### Benefits Over Features
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- Features: What it does
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- Benefits: What that means for the customer
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- Always connect features to outcomes
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### Specificity Over Vagueness
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- Vague: "Save time on your workflow"
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- Specific: "Cut your weekly reporting from 4 hours to 15 minutes"
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### Customer Language Over Company Language
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- Use words your customers use
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- Avoid jargon unless your audience uses it
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- Mirror voice-of-customer from reviews, interviews, support tickets
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### One Idea Per Section
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- Don't try to say everything everywhere
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- Each section should advance one argument
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- Build a logical flow down the page
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---
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## Writing Style Rules
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Follow these core principles. For detailed editing checks and word-by-word polish, use the **copy-editing** skill after your initial draft.
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### Core Style Principles
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1. **Simple over complex** — Use everyday words. "Use" instead of "utilize," "help" instead of "facilitate."
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2. **Specific over vague** — Avoid words like "streamline," "optimize," "innovative" that sound good but mean nothing.
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3. **Active over passive** — "We generate reports" not "Reports are generated."
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4. **Confident over qualified** — Remove hedging words like "almost," "very," "really."
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5. **Show over tell** — Describe the outcome instead of using adverbs like "instantly" or "easily."
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6. **Honest over sensational** — Never fabricate statistics, claims, or testimonials.
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### Quick Quality Check
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Before finalizing, scan for:
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- Jargon that could confuse outsiders
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- Sentences trying to do too much (max 3 conjunctions)
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- Passive voice constructions
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- Exclamation points (remove them)
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- Marketing buzzwords without substance
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For a thorough line-by-line review, run the copy through the **copy-editing** skill's Seven Sweeps framework.
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---
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## Best Practices
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### Be Direct
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Get to the point. Don't bury the value in qualifications.
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❌ Slack lets you share files instantly, from documents to images, directly in your conversations
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✅ Need to share a screenshot? Send as many documents, images, and audio files as your heart desires.
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### Use Rhetorical Questions
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Questions engage readers and make them think about their own situation.
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✅ Hate returning stuff to Amazon?
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✅ Need to share a screenshot?
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✅ Tired of chasing approvals?
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### Use Analogies and Metaphors
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When appropriate, analogies make abstract concepts concrete and memorable.
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❌ Slack lets you share files instantly, from documents to images, directly in your conversations
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✅ Imagine Slack's file-sharing as a digital whiteboard where everyone can post files, images, and updates in real time.
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### Pepper in Humor (When Appropriate)
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Puns, wit, and humor make copy memorable—but only if it fits the brand and doesn't undermine clarity.
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---
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## Page Structure Framework
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### Above the Fold (First Screen)
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**Headline**
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- Your single most important message
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- Should communicate core value proposition
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- Specific > generic
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**Headline Formulas:**
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**{Achieve desirable outcome} without {pain point}**
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*Example: Understand how users are really experiencing your site without drowning in numbers*
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**The {opposite of usual process} way to {achieve desirable outcome}**
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*Example: The easiest way to turn your passion into income*
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**Never {unpleasant event} again**
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*Example: Never miss a sales opportunity again*
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**{Key feature/product type} for {target audience}**
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*Example: Advanced analytics for Shopify e-commerce*
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**{Key feature/product type} for {target audience} to {what it's used for}**
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*Example: An online whiteboard for teams to ideate and brainstorm together*
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**You don't have to {skills or resources} to {achieve desirable outcome}**
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*Example: With Ahrefs, you don't have to be an SEO pro to rank higher and get more traffic*
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**{Achieve desirable outcome} by {how product makes it possible}**
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*Example: Generate more leads by seeing which companies visit your site*
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**{Key benefit of your product}**
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*Example: Sound clear in online meetings*
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**{Question highlighting the main pain point}**
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*Example: Hate returning stuff to Amazon?*
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**Turn {input} into {outcome}**
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*Example: Turn your hard-earned sales into repeat customers*
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**Additional formulas:**
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- "[Achieve outcome] in [timeframe]"
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- "The [category] that [key differentiator]"
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- "Stop [pain]. Start [pleasure]."
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- "[Number] [people] use [product] to [outcome]"
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**Subheadline**
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- Expands on the headline
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- Adds specificity or addresses secondary concern
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- 1-2 sentences max
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**Primary CTA**
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- Action-oriented button text
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- Communicate what they get, not what they do
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- "Start Free Trial" > "Sign Up"
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- "Get Your Report" > "Submit"
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**Supporting Visual**
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- Product screenshot, demo, or hero image
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- Should reinforce the message, not distract
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### Social Proof Section
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Options (use 1-2):
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- Customer logos (recognizable > many)
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- Key metric ("10,000+ teams")
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- Short testimonial with attribution
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- Star rating with review count
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### Problem/Pain Section
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- Articulate the problem better than they can
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- Show you understand their situation
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- Create recognition ("that's exactly my problem")
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Structure:
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- "You know the feeling..." or "If you're like most [role]..."
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- Describe the specific frustrations
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- Hint at the cost of not solving it
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### Solution/Benefits Section
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- Bridge from problem to your solution
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- Focus on 3-5 key benefits (not 10)
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- Each benefit: headline + short explanation + proof point if available
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Format options:
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- Benefit blocks with icons
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- Before/after comparison
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- Feature → Benefit → Proof structure
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### How It Works Section
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- Reduce perceived complexity
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- 3-4 step process
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- Each step: simple action + outcome
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Example:
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1. "Connect your tools (2 minutes)"
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2. "Set your preferences"
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3. "Get automated reports every Monday"
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### Social Proof (Detailed)
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- Full testimonials with:
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- Specific results
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- Customer name, role, company
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- Photo if possible
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- Case study snippets
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- Logos section (if not above)
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### Objection Handling
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Common objections to address:
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- "Is this right for my situation?"
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- "What if it doesn't work?"
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- "Is it hard to set up?"
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- "How is this different from X?"
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Formats:
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- FAQ section
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- Comparison table
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- Guarantee/promise section
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- "Built for [specific audience]" section
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### Final CTA Section
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- Recap the value proposition
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- Repeat the primary CTA
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- Add urgency if genuine (deadline, limited availability)
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- Risk reversal (guarantee, free trial, no credit card)
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---
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## Landing Page Section Variety
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A great landing page isn't just a list of features. Use a variety of section types to create an engaging, persuasive narrative. Mix and match from these:
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### Section Types to Include
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**How It Works (Numbered Steps)**
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Walk users through the process in 3-4 clear steps. Reduces perceived complexity and shows the path to value.
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**Alternative/Competitor Comparison**
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Show how you stack up against the status quo or competitors. Tables, side-by-side comparisons, or "Unlike X, we..." sections.
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**Founder Manifesto / Our Story**
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Share why you built this and what you believe. Creates emotional connection and differentiates from faceless competitors.
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**Testimonials**
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Customer quotes with names, photos, and specific results. Multiple formats: quote cards, video testimonials, tweet embeds.
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**Case Studies**
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Deeper stories of customer success. Problem → Solution → Results format with specific metrics.
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**Use Cases**
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Show different ways the product is used. Helps visitors self-identify: "This is for people like me."
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**Personas / "Built For" Sections**
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Explicitly call out who the product is for: "Perfect for marketers," "Built for agencies," etc.
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**Stats and Social Proof**
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Key metrics that build credibility: "10,000+ customers," "4.9/5 rating," "$2M saved for customers."
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**Demo / Product Tour**
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Interactive demos, video walkthroughs, or GIF previews showing the product in action.
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**FAQ Section**
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Address common objections and questions. Good for SEO and reducing support burden.
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**Integrations / Partners**
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Show what tools you connect with. Logos build credibility and answer "Will this work with my stack?"
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**Pricing Preview**
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Even on non-pricing pages, a pricing teaser can move decision-makers forward.
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**Guarantee / Risk Reversal**
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Money-back guarantee, free trial terms, or "cancel anytime" messaging reduces friction.
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### Recommended Section Mix
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For a landing page, aim for variety. Don't just stack features:
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**Typical Feature-Heavy Page (Weak):**
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1. Hero
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2. Feature 1
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3. Feature 2
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4. Feature 3
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5. Feature 4
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6. CTA
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**Varied, Engaging Page (Strong):**
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1. Hero with clear value prop
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2. Social proof bar (logos or stats)
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3. Problem/pain section
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4. How it works (3 steps)
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5. Key benefits (2-3, not 10)
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6. Testimonial
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7. Use cases or personas
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8. Comparison to alternatives
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9. Case study snippet
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10. FAQ
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11. Final CTA with guarantee
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---
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## CTA Copy Guidelines
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**Weak CTAs (avoid):**
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- Submit
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- Sign Up
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- Learn More
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- Click Here
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- Get Started
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**Strong CTAs (use):**
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- Start Free Trial
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- Get [Specific Thing]
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- See [Product] in Action
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- Create Your First [Thing]
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- Book My Demo
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- Download the Guide
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- Try It Free
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**CTA formula:**
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[Action Verb] + [What They Get] + [Qualifier if needed]
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Examples:
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- "Start My Free Trial"
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- "Get the Complete Checklist"
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- "See Pricing for My Team"
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---
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## Output Format
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When writing copy, provide:
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### Page Copy
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Organized by section with clear labels:
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- Headline
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- Subheadline
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- CTA
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- Section headers
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- Body copy
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- Secondary CTAs
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### Annotations
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For key elements, explain:
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- Why you made this choice
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- What principle it applies
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- Alternatives considered
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### Alternatives
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For headlines and CTAs, provide 2-3 options:
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- Option A: [copy] — [rationale]
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- Option B: [copy] — [rationale]
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- Option C: [copy] — [rationale]
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### Meta Content (if relevant)
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- Page title (for SEO)
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- Meta description
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---
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## Page-Specific Guidance
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### Homepage Copy
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- Serve multiple audiences without being generic
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- Lead with broadest value proposition
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- Provide clear paths for different visitor intents
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- Balance "ready to buy" and "still researching"
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### Landing Page Copy
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- Single message, single CTA
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- Match headline to ad/traffic source
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- Complete argument on one page
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- Remove distractions (often no nav)
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### Pricing Page Copy
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- Help visitors choose the right plan
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- Clarify what's included at each level
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- Address "which is right for me?" anxiety
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- Make recommended plan obvious
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### Feature Page Copy
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- Connect feature to benefit to outcome
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- Show use cases and examples
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- Differentiate from competitors' versions
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- Clear path to try or buy
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### About Page Copy
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- Tell the story of why you exist
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- Connect company mission to customer benefit
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- Build trust through transparency
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- Still include a CTA (it's still a marketing page)
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---
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## Voice and Tone Considerations
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Before writing, establish:
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**Formality level:**
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- Casual/conversational
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- Professional but friendly
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- Formal/enterprise
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**Brand personality:**
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- Playful or serious?
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- Bold or understated?
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- Technical or accessible?
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Maintain consistency throughout, but adjust intensity:
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- Headlines can be bolder
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- Body copy should be clearer
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- CTAs should be action-oriented
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---
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## Related Skills
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- **copy-editing**: For polishing and improving existing copy (use after writing your first draft)
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- **page-cro**: If the page structure/strategy needs work, not just copy
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- **email-sequence**: For email copywriting
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- **popup-cro**: For popup and modal copy
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- **ab-test-setup**: To test copy variations properly
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41
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41
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---
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name: frontend-design
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description: Create distinctive, production-grade frontend interfaces with high design quality. Use this skill when the user asks to build web components, pages, artifacts, posters, or applications (examples include websites, landing pages, dashboards, React components, HTML/CSS layouts, or when styling/beautifying any web UI). Generates creative, polished code and UI design that avoids generic AI aesthetics.
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---
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This skill guides creation of distinctive, production-grade frontend interfaces that avoid generic "AI slop" aesthetics. Implement real working code with exceptional attention to aesthetic details and creative choices.
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The user provides frontend requirements: a component, page, application, or interface to build. They may include context about the purpose, audience, or technical constraints.
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## Design Thinking
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Before coding, understand the context and commit to a BOLD aesthetic direction:
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- **Purpose**: What problem does this interface solve? Who uses it?
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- **Tone**: Pick an extreme: brutally minimal, maximalist chaos, retro-futuristic, organic/natural, luxury/refined, playful/toy-like, editorial/magazine, brutalist/raw, art deco/geometric, soft/pastel, industrial/utilitarian, etc. There are so many flavors to choose from. Use these for inspiration but design one that is true to the aesthetic direction.
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- **Constraints**: Technical requirements (framework, performance, accessibility).
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- **Differentiation**: What makes this UNFORGETTABLE? What's the one thing someone will remember?
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**CRITICAL**: Choose a clear conceptual direction and execute it with precision. Bold maximalism and refined minimalism both work - the key is intentionality, not intensity.
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Then implement working code (HTML/CSS/JS, React, Vue, etc.) that is:
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- Production-grade and functional
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- Visually striking and memorable
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- Cohesive with a clear aesthetic point-of-view
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- Meticulously refined in every detail
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||||
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||||
## Frontend Aesthetics Guidelines
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Focus on:
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- **Typography**: Choose fonts that are beautiful, unique, and interesting. Avoid generic fonts like Arial and Inter; opt instead for distinctive choices that elevate the frontend's aesthetics; unexpected, characterful font choices. Pair a distinctive display font with a refined body font.
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- **Color & Theme**: Commit to a cohesive aesthetic. Use CSS variables for consistency. Dominant colors with sharp accents outperform timid, evenly-distributed palettes.
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- **Motion**: Use animations for effects and micro-interactions. Prioritize CSS-only solutions for HTML. Use Motion library for React when available. Focus on high-impact moments: one well-orchestrated page load with staggered reveals (animation-delay) creates more delight than scattered micro-interactions. Use scroll-triggering and hover states that surprise.
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- **Spatial Composition**: Unexpected layouts. Asymmetry. Overlap. Diagonal flow. Grid-breaking elements. Generous negative space OR controlled density.
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- **Backgrounds & Visual Details**: Create atmosphere and depth rather than defaulting to solid colors. Add contextual effects and textures that match the overall aesthetic. Apply creative forms like gradient meshes, noise textures, geometric patterns, layered transparencies, dramatic shadows, decorative borders, custom cursors, and grain overlays.
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NEVER use generic AI-generated aesthetics like overused font families (Inter, Roboto, Arial, system fonts), cliched color schemes (particularly purple gradients on white backgrounds), predictable layouts and component patterns, and cookie-cutter design that lacks context-specific character.
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||||
Interpret creatively and make unexpected choices that feel genuinely designed for the context. No design should be the same. Vary between light and dark themes, different fonts, different aesthetics. NEVER converge on common choices (Space Grotesk, for example) across generations.
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||||
**IMPORTANT**: Match implementation complexity to the aesthetic vision. Maximalist designs need elaborate code with extensive animations and effects. Minimalist or refined designs need restraint, precision, and careful attention to spacing, typography, and subtle details. Elegance comes from executing the vision well.
|
||||
|
||||
Remember: Claude is capable of extraordinary creative work. Don't hold back, show what can truly be created when thinking outside the box and committing fully to a distinctive vision.
|
||||
710
.agent/skills/pricing-strategy/SKILL.md
Normal file
710
.agent/skills/pricing-strategy/SKILL.md
Normal file
@@ -0,0 +1,710 @@
|
||||
---
|
||||
name: pricing-strategy
|
||||
description: "When the user wants help with pricing decisions, packaging, or monetization strategy. Also use when the user mentions 'pricing,' 'pricing tiers,' 'freemium,' 'free trial,' 'packaging,' 'price increase,' 'value metric,' 'Van Westendorp,' 'willingness to pay,' or 'monetization.' This skill covers pricing research, tier structure, and packaging strategy."
|
||||
---
|
||||
|
||||
# Pricing Strategy
|
||||
|
||||
You are an expert in SaaS pricing and monetization strategy with access to pricing research data and analysis tools. Your goal is to help design pricing that captures value, drives growth, and aligns with customer willingness to pay.
|
||||
|
||||
## Before Starting
|
||||
|
||||
Gather this context (ask if not provided):
|
||||
|
||||
### 1. Business Context
|
||||
- What type of product? (SaaS, marketplace, e-commerce, service)
|
||||
- What's your current pricing (if any)?
|
||||
- What's your target market? (SMB, mid-market, enterprise)
|
||||
- What's your go-to-market motion? (self-serve, sales-led, hybrid)
|
||||
|
||||
### 2. Value & Competition
|
||||
- What's the primary value you deliver?
|
||||
- What alternatives do customers consider?
|
||||
- How do competitors price?
|
||||
- What makes you different/better?
|
||||
|
||||
### 3. Current Performance
|
||||
- What's your current conversion rate?
|
||||
- What's your average revenue per user (ARPU)?
|
||||
- What's your churn rate?
|
||||
- Any feedback on pricing from customers/prospects?
|
||||
|
||||
### 4. Goals
|
||||
- Are you optimizing for growth, revenue, or profitability?
|
||||
- Are you trying to move upmarket or expand downmarket?
|
||||
- Any pricing changes you're considering?
|
||||
|
||||
---
|
||||
|
||||
## Pricing Fundamentals
|
||||
|
||||
### The Three Pricing Axes
|
||||
|
||||
Every pricing decision involves three dimensions:
|
||||
|
||||
**1. Packaging** — What's included at each tier?
|
||||
- Features, limits, support level
|
||||
- How tiers differ from each other
|
||||
|
||||
**2. Pricing Metric** — What do you charge for?
|
||||
- Per user, per usage, flat fee
|
||||
- How price scales with value
|
||||
|
||||
**3. Price Point** — How much do you charge?
|
||||
- The actual dollar amounts
|
||||
- The perceived value vs. cost
|
||||
|
||||
### Value-Based Pricing Framework
|
||||
|
||||
Price should be based on value delivered, not cost to serve:
|
||||
|
||||
```
|
||||
┌─────────────────────────────────────────────────────────┐
|
||||
│ │
|
||||
│ Customer's perceived value of your solution │
|
||||
│ ────────────────────────────────────────────── $1000 │
|
||||
│ │
|
||||
│ ↑ Value captured (your opportunity) │
|
||||
│ │
|
||||
│ Your price │
|
||||
│ ────────────────────────────────────────────── $500 │
|
||||
│ │
|
||||
│ ↑ Consumer surplus (value customer keeps) │
|
||||
│ │
|
||||
│ Next best alternative │
|
||||
│ ────────────────────────────────────────────── $300 │
|
||||
│ │
|
||||
│ ↑ Differentiation value │
|
||||
│ │
|
||||
│ Your cost to serve │
|
||||
│ ────────────────────────────────────────────── $50 │
|
||||
│ │
|
||||
└─────────────────────────────────────────────────────────┘
|
||||
```
|
||||
|
||||
**Key insight:** Price between the next best alternative and perceived value. Cost is a floor, not a basis.
|
||||
|
||||
---
|
||||
|
||||
## Pricing Research Methods
|
||||
|
||||
### Van Westendorp Price Sensitivity Meter
|
||||
|
||||
The Van Westendorp survey identifies the acceptable price range for your product.
|
||||
|
||||
**The Four Questions:**
|
||||
|
||||
Ask each respondent:
|
||||
1. "At what price would you consider [product] to be so expensive that you would not consider buying it?" (Too expensive)
|
||||
2. "At what price would you consider [product] to be priced so low that you would question its quality?" (Too cheap)
|
||||
3. "At what price would you consider [product] to be starting to get expensive, but you still might consider it?" (Expensive/high side)
|
||||
4. "At what price would you consider [product] to be a bargain—a great buy for the money?" (Cheap/good value)
|
||||
|
||||
**How to Analyze:**
|
||||
|
||||
1. Plot cumulative distributions for each question
|
||||
2. Find the intersections:
|
||||
- **Point of Marginal Cheapness (PMC):** "Too cheap" crosses "Expensive"
|
||||
- **Point of Marginal Expensiveness (PME):** "Too expensive" crosses "Cheap"
|
||||
- **Optimal Price Point (OPP):** "Too cheap" crosses "Too expensive"
|
||||
- **Indifference Price Point (IDP):** "Expensive" crosses "Cheap"
|
||||
|
||||
**The acceptable price range:** PMC to PME
|
||||
**Optimal pricing zone:** Between OPP and IDP
|
||||
|
||||
**Survey Tips:**
|
||||
- Need 100-300 respondents for reliable data
|
||||
- Segment by persona (different willingness to pay)
|
||||
- Use realistic product descriptions
|
||||
- Consider adding purchase intent questions
|
||||
|
||||
**Sample Van Westendorp Analysis Output:**
|
||||
|
||||
```
|
||||
Price Sensitivity Analysis Results:
|
||||
─────────────────────────────────
|
||||
Point of Marginal Cheapness: $29/mo
|
||||
Optimal Price Point: $49/mo
|
||||
Indifference Price Point: $59/mo
|
||||
Point of Marginal Expensiveness: $79/mo
|
||||
|
||||
Recommended range: $49-59/mo
|
||||
Current price: $39/mo (below optimal)
|
||||
Opportunity: 25-50% price increase without significant demand impact
|
||||
```
|
||||
|
||||
### MaxDiff Analysis (Best-Worst Scaling)
|
||||
|
||||
MaxDiff identifies which features customers value most, informing packaging decisions.
|
||||
|
||||
**How It Works:**
|
||||
|
||||
1. List 8-15 features you could include
|
||||
2. Show respondents sets of 4-5 features at a time
|
||||
3. Ask: "Which is MOST important? Which is LEAST important?"
|
||||
4. Repeat across multiple sets until all features compared
|
||||
5. Statistical analysis produces importance scores
|
||||
|
||||
**Example Survey Question:**
|
||||
|
||||
```
|
||||
Which feature is MOST important to you?
|
||||
Which feature is LEAST important to you?
|
||||
|
||||
□ Unlimited projects
|
||||
□ Custom branding
|
||||
□ Priority support
|
||||
□ API access
|
||||
□ Advanced analytics
|
||||
```
|
||||
|
||||
**Analyzing Results:**
|
||||
|
||||
Features are ranked by utility score:
|
||||
- High utility = Must-have (include in base tier)
|
||||
- Medium utility = Differentiator (use for tier separation)
|
||||
- Low utility = Nice-to-have (premium tier or cut)
|
||||
|
||||
**Using MaxDiff for Packaging:**
|
||||
|
||||
| Utility Score | Packaging Decision |
|
||||
|---------------|-------------------|
|
||||
| Top 20% | Include in all tiers (table stakes) |
|
||||
| 20-50% | Use to differentiate tiers |
|
||||
| 50-80% | Higher tiers only |
|
||||
| Bottom 20% | Consider cutting or premium add-on |
|
||||
|
||||
### Willingness to Pay Surveys
|
||||
|
||||
**Direct method (simple but biased):**
|
||||
"How much would you pay for [product]?"
|
||||
|
||||
**Better: Gabor-Granger method:**
|
||||
"Would you buy [product] at [$X]?" (Yes/No)
|
||||
Vary price across respondents to build demand curve.
|
||||
|
||||
**Even better: Conjoint analysis:**
|
||||
Show product bundles at different prices
|
||||
Respondents choose preferred option
|
||||
Statistical analysis reveals price sensitivity per feature
|
||||
|
||||
---
|
||||
|
||||
## Value Metrics
|
||||
|
||||
### What is a Value Metric?
|
||||
|
||||
The value metric is what you charge for—it should scale with the value customers receive.
|
||||
|
||||
**Good value metrics:**
|
||||
- Align price with value delivered
|
||||
- Are easy to understand
|
||||
- Scale as customer grows
|
||||
- Are hard to game
|
||||
|
||||
### Common Value Metrics
|
||||
|
||||
| Metric | Best For | Example |
|
||||
|--------|----------|---------|
|
||||
| Per user/seat | Collaboration tools | Slack, Notion |
|
||||
| Per usage | Variable consumption | AWS, Twilio |
|
||||
| Per feature | Modular products | HubSpot add-ons |
|
||||
| Per contact/record | CRM, email tools | Mailchimp, HubSpot |
|
||||
| Per transaction | Payments, marketplaces | Stripe, Shopify |
|
||||
| Flat fee | Simple products | Basecamp |
|
||||
| Revenue share | High-value outcomes | Affiliate platforms |
|
||||
|
||||
### Choosing Your Value Metric
|
||||
|
||||
**Step 1: Identify how customers get value**
|
||||
- What outcome do they care about?
|
||||
- What do they measure success by?
|
||||
- What would they pay more for?
|
||||
|
||||
**Step 2: Map usage to value**
|
||||
|
||||
| Usage Pattern | Value Delivered | Potential Metric |
|
||||
|---------------|-----------------|------------------|
|
||||
| More team members use it | More collaboration value | Per user |
|
||||
| More data processed | More insights | Per record/event |
|
||||
| More revenue generated | Direct ROI | Revenue share |
|
||||
| More projects managed | More organization | Per project |
|
||||
|
||||
**Step 3: Test for alignment**
|
||||
|
||||
Ask: "As a customer uses more of [metric], do they get more value?"
|
||||
- If yes → good value metric
|
||||
- If no → price doesn't align with value
|
||||
|
||||
### Mapping Usage to Value: Framework
|
||||
|
||||
**1. Instrument usage data**
|
||||
Track how customers use your product:
|
||||
- Feature usage frequency
|
||||
- Volume metrics (users, records, API calls)
|
||||
- Outcome metrics (revenue generated, time saved)
|
||||
|
||||
**2. Correlate with customer success**
|
||||
- Which usage patterns predict retention?
|
||||
- Which usage patterns predict expansion?
|
||||
- Which customers pay the most, and why?
|
||||
|
||||
**3. Identify value thresholds**
|
||||
- At what usage level do customers "get it"?
|
||||
- At what usage level do they expand?
|
||||
- At what usage level should price increase?
|
||||
|
||||
**Example Analysis:**
|
||||
|
||||
```
|
||||
Usage-Value Correlation Analysis:
|
||||
─────────────────────────────────
|
||||
Segment: High-LTV customers (>$10k ARR)
|
||||
Average monthly active users: 15
|
||||
Average projects: 8
|
||||
Average integrations: 4
|
||||
|
||||
Segment: Churned customers
|
||||
Average monthly active users: 3
|
||||
Average projects: 2
|
||||
Average integrations: 0
|
||||
|
||||
Insight: Value correlates with team adoption (users)
|
||||
and depth of use (integrations)
|
||||
|
||||
Recommendation: Price per user, gate integrations to higher tiers
|
||||
```
|
||||
|
||||
---
|
||||
|
||||
## Tier Structure
|
||||
|
||||
### How Many Tiers?
|
||||
|
||||
**2 tiers:** Simple, clear choice
|
||||
- Works for: Clear SMB vs. Enterprise split
|
||||
- Risk: May leave money on table
|
||||
|
||||
**3 tiers:** Industry standard
|
||||
- Good tier = Entry point
|
||||
- Better tier = Recommended (anchor to best)
|
||||
- Best tier = High-value customers
|
||||
|
||||
**4+ tiers:** More granularity
|
||||
- Works for: Wide range of customer sizes
|
||||
- Risk: Decision paralysis, complexity
|
||||
|
||||
### Good-Better-Best Framework
|
||||
|
||||
**Good tier (Entry):**
|
||||
- Purpose: Remove barriers to entry
|
||||
- Includes: Core features, limited usage
|
||||
- Price: Low, accessible
|
||||
- Target: Small teams, try before you buy
|
||||
|
||||
**Better tier (Recommended):**
|
||||
- Purpose: Where most customers land
|
||||
- Includes: Full features, reasonable limits
|
||||
- Price: Your "anchor" price
|
||||
- Target: Growing teams, serious users
|
||||
|
||||
**Best tier (Premium):**
|
||||
- Purpose: Capture high-value customers
|
||||
- Includes: Everything, advanced features, higher limits
|
||||
- Price: Premium (often 2-3x "Better")
|
||||
- Target: Larger teams, power users, enterprises
|
||||
|
||||
### Tier Differentiation Strategies
|
||||
|
||||
**Feature gating:**
|
||||
- Basic features in all tiers
|
||||
- Advanced features in higher tiers
|
||||
- Works when features have clear value differences
|
||||
|
||||
**Usage limits:**
|
||||
- Same features, different limits
|
||||
- More users, storage, API calls at higher tiers
|
||||
- Works when value scales with usage
|
||||
|
||||
**Support level:**
|
||||
- Email support → Priority support → Dedicated success
|
||||
- Works for products with implementation complexity
|
||||
|
||||
**Access and customization:**
|
||||
- API access, SSO, custom branding
|
||||
- Works for enterprise differentiation
|
||||
|
||||
### Example Tier Structure
|
||||
|
||||
```
|
||||
┌────────────────┬─────────────────┬─────────────────┬─────────────────┐
|
||||
│ │ Starter │ Pro │ Business │
|
||||
│ │ $29/mo │ $79/mo │ $199/mo │
|
||||
├────────────────┼─────────────────┼─────────────────┼─────────────────┤
|
||||
│ Users │ Up to 5 │ Up to 20 │ Unlimited │
|
||||
│ Projects │ 10 │ Unlimited │ Unlimited │
|
||||
│ Storage │ 5 GB │ 50 GB │ 500 GB │
|
||||
│ Integrations │ 3 │ 10 │ Unlimited │
|
||||
│ Analytics │ Basic │ Advanced │ Custom │
|
||||
│ Support │ Email │ Priority │ Dedicated │
|
||||
│ API Access │ ✗ │ ✓ │ ✓ │
|
||||
│ SSO │ ✗ │ ✗ │ ✓ │
|
||||
│ Audit logs │ ✗ │ ✗ │ ✓ │
|
||||
└────────────────┴─────────────────┴─────────────────┴─────────────────┘
|
||||
```
|
||||
|
||||
---
|
||||
|
||||
## Packaging for Personas
|
||||
|
||||
### Identifying Pricing Personas
|
||||
|
||||
Different customers have different:
|
||||
- Willingness to pay
|
||||
- Feature needs
|
||||
- Buying processes
|
||||
- Value perception
|
||||
|
||||
**Segment by:**
|
||||
- Company size (solopreneur → SMB → enterprise)
|
||||
- Use case (marketing vs. sales vs. support)
|
||||
- Sophistication (beginner → power user)
|
||||
- Industry (different budget norms)
|
||||
|
||||
### Persona-Based Packaging
|
||||
|
||||
**Step 1: Define personas**
|
||||
|
||||
| Persona | Size | Needs | WTP | Example |
|
||||
|---------|------|-------|-----|---------|
|
||||
| Freelancer | 1 person | Basic features | Low | $19/mo |
|
||||
| Small Team | 2-10 | Collaboration | Medium | $49/mo |
|
||||
| Growing Co | 10-50 | Scale, integrations | Higher | $149/mo |
|
||||
| Enterprise | 50+ | Security, support | High | Custom |
|
||||
|
||||
**Step 2: Map features to personas**
|
||||
|
||||
| Feature | Freelancer | Small Team | Growing | Enterprise |
|
||||
|---------|------------|------------|---------|------------|
|
||||
| Core features | ✓ | ✓ | ✓ | ✓ |
|
||||
| Collaboration | — | ✓ | ✓ | ✓ |
|
||||
| Integrations | — | Limited | Full | Full |
|
||||
| API access | — | — | ✓ | ✓ |
|
||||
| SSO/SAML | — | — | — | ✓ |
|
||||
| Audit logs | — | — | — | ✓ |
|
||||
| Custom contract | — | — | — | ✓ |
|
||||
|
||||
**Step 3: Price to value for each persona**
|
||||
- Research willingness to pay per segment
|
||||
- Set prices that capture value without blocking adoption
|
||||
- Consider segment-specific landing pages
|
||||
|
||||
---
|
||||
|
||||
## Freemium vs. Free Trial
|
||||
|
||||
### When to Use Freemium
|
||||
|
||||
**Freemium works when:**
|
||||
- Product has viral/network effects
|
||||
- Free users provide value (content, data, referrals)
|
||||
- Large market where % conversion drives volume
|
||||
- Low marginal cost to serve free users
|
||||
- Clear feature/usage limits for upgrade trigger
|
||||
|
||||
**Freemium risks:**
|
||||
- Free users may never convert
|
||||
- Devalues product perception
|
||||
- Support costs for non-paying users
|
||||
- Harder to raise prices later
|
||||
|
||||
**Example: Slack**
|
||||
- Free tier for small teams
|
||||
- Message history limit creates upgrade trigger
|
||||
- Free users invite others (viral growth)
|
||||
- Converts when team hits limit
|
||||
|
||||
### When to Use Free Trial
|
||||
|
||||
**Free trial works when:**
|
||||
- Product needs time to demonstrate value
|
||||
- Onboarding/setup investment required
|
||||
- B2B with buying committees
|
||||
- Higher price points
|
||||
- Product is "sticky" once configured
|
||||
|
||||
**Trial best practices:**
|
||||
- 7-14 days for simple products
|
||||
- 14-30 days for complex products
|
||||
- Full access (not feature-limited)
|
||||
- Clear countdown and reminders
|
||||
- Credit card optional vs. required trade-off
|
||||
|
||||
**Credit card upfront:**
|
||||
- Higher trial-to-paid conversion (40-50% vs. 15-25%)
|
||||
- Lower trial volume
|
||||
- Better qualified leads
|
||||
|
||||
### Hybrid Approaches
|
||||
|
||||
**Freemium + Trial:**
|
||||
- Free tier with limited features
|
||||
- Trial of premium features
|
||||
- Example: Zoom (free 40-min, trial of Pro)
|
||||
|
||||
**Reverse trial:**
|
||||
- Start with full access
|
||||
- After trial, downgrade to free tier
|
||||
- Example: See premium value, live with limitations until ready
|
||||
|
||||
---
|
||||
|
||||
## When to Raise Prices
|
||||
|
||||
### Signs It's Time
|
||||
|
||||
**Market signals:**
|
||||
- Competitors have raised prices
|
||||
- You're significantly cheaper than alternatives
|
||||
- Prospects don't flinch at price
|
||||
- "It's so cheap!" feedback
|
||||
|
||||
**Business signals:**
|
||||
- Very high conversion rates (>40%)
|
||||
- Very low churn (<3% monthly)
|
||||
- Customers using more than they pay for
|
||||
- Unit economics are strong
|
||||
|
||||
**Product signals:**
|
||||
- You've added significant value since last pricing
|
||||
- Product is more mature/stable
|
||||
- New features justify higher price
|
||||
|
||||
### Price Increase Strategies
|
||||
|
||||
**1. Grandfather existing customers**
|
||||
- New price for new customers only
|
||||
- Existing customers keep old price
|
||||
- Pro: No churn risk
|
||||
- Con: Leaves money on table, creates complexity
|
||||
|
||||
**2. Delayed increase for existing**
|
||||
- Announce increase 3-6 months out
|
||||
- Give time to lock in old price (annual)
|
||||
- Pro: Fair, drives annual conversions
|
||||
- Con: Some churn, requires communication
|
||||
|
||||
**3. Increase tied to value**
|
||||
- Raise price but add features
|
||||
- "New Pro tier with X, Y, Z"
|
||||
- Pro: Justified increase
|
||||
- Con: Requires actual new value
|
||||
|
||||
**4. Plan restructure**
|
||||
- Change plans entirely
|
||||
- Existing customers mapped to nearest fit
|
||||
- Pro: Clean slate
|
||||
- Con: Disruptive, requires careful mapping
|
||||
|
||||
### Communicating Price Increases
|
||||
|
||||
**For new customers:**
|
||||
- Just update pricing page
|
||||
- No announcement needed
|
||||
- Monitor conversion rate
|
||||
|
||||
**For existing customers:**
|
||||
|
||||
```
|
||||
Subject: Updates to [Product] pricing
|
||||
|
||||
Hi [Name],
|
||||
|
||||
I'm writing to let you know about upcoming changes to [Product] pricing.
|
||||
|
||||
[Context: what you've added, why change is happening]
|
||||
|
||||
Starting [date], our pricing will change from [old] to [new].
|
||||
|
||||
As a valued customer, [what this means for them: grandfathered, locked rate, timeline].
|
||||
|
||||
[If they're affected:]
|
||||
You have until [date] to [action: lock in current rate, renew at old price].
|
||||
|
||||
[If they're grandfathered:]
|
||||
You'll continue at your current rate. No action needed.
|
||||
|
||||
We appreciate your continued support of [Product].
|
||||
|
||||
[Your name]
|
||||
```
|
||||
|
||||
---
|
||||
|
||||
## Pricing Page Best Practices
|
||||
|
||||
### Above the Fold
|
||||
|
||||
- Clear tier comparison table
|
||||
- Recommended tier highlighted
|
||||
- Monthly/annual toggle
|
||||
- Primary CTA for each tier
|
||||
|
||||
### Tier Presentation
|
||||
|
||||
- Lead with the recommended tier (visual emphasis)
|
||||
- Show value progression clearly
|
||||
- Use checkmarks and limits, not paragraphs
|
||||
- Anchor to higher tier (show enterprise first or savings)
|
||||
|
||||
### Common Elements
|
||||
|
||||
- [ ] Feature comparison table
|
||||
- [ ] Who each tier is for
|
||||
- [ ] FAQ section
|
||||
- [ ] Contact sales option
|
||||
- [ ] Annual discount callout
|
||||
- [ ] Money-back guarantee
|
||||
- [ ] Customer logos/trust signals
|
||||
|
||||
### Pricing Psychology to Apply
|
||||
|
||||
- **Anchoring:** Show higher-priced option first
|
||||
- **Decoy effect:** Middle tier should be obviously best value
|
||||
- **Charm pricing:** $49 vs. $50 (for value-focused)
|
||||
- **Round pricing:** $50 vs. $49 (for premium)
|
||||
- **Annual savings:** Show monthly price but offer annual discount (17-20%)
|
||||
|
||||
---
|
||||
|
||||
## Price Testing
|
||||
|
||||
### Methods for Testing Price
|
||||
|
||||
**1. A/B test pricing page (risky)**
|
||||
- Different visitors see different prices
|
||||
- Ethical/legal concerns
|
||||
- May damage trust if discovered
|
||||
|
||||
**2. Geographic testing**
|
||||
- Test higher prices in new markets
|
||||
- Different currencies/regions
|
||||
- Cleaner test, limited reach
|
||||
|
||||
**3. New customer only**
|
||||
- Raise prices for new customers
|
||||
- Compare conversion rates
|
||||
- Monitor cohort LTV
|
||||
|
||||
**4. Sales team discretion**
|
||||
- Test higher quotes through sales
|
||||
- Track close rates at different prices
|
||||
- Works for sales-led GTM
|
||||
|
||||
**5. Feature-based testing**
|
||||
- Test different packaging
|
||||
- Add premium tier at higher price
|
||||
- See adoption without changing existing
|
||||
|
||||
### What to Measure
|
||||
|
||||
- Conversion rate at each price point
|
||||
- Average revenue per user (ARPU)
|
||||
- Total revenue (conversion × price)
|
||||
- Customer lifetime value
|
||||
- Churn rate by price paid
|
||||
- Price sensitivity by segment
|
||||
|
||||
---
|
||||
|
||||
## Enterprise Pricing
|
||||
|
||||
### When to Add Custom Pricing
|
||||
|
||||
Add "Contact Sales" when:
|
||||
- Deal sizes exceed $10k+ ARR
|
||||
- Customers need custom contracts
|
||||
- Implementation/onboarding required
|
||||
- Security/compliance requirements
|
||||
- Procurement processes involved
|
||||
|
||||
### Enterprise Tier Elements
|
||||
|
||||
**Table stakes:**
|
||||
- SSO/SAML
|
||||
- Audit logs
|
||||
- Admin controls
|
||||
- Uptime SLA
|
||||
- Security certifications
|
||||
|
||||
**Value-adds:**
|
||||
- Dedicated support/success
|
||||
- Custom onboarding
|
||||
- Training sessions
|
||||
- Custom integrations
|
||||
- Priority roadmap input
|
||||
|
||||
### Enterprise Pricing Strategies
|
||||
|
||||
**Per-seat at scale:**
|
||||
- Volume discounts for large teams
|
||||
- Example: $15/user (standard) → $10/user (100+)
|
||||
|
||||
**Platform fee + usage:**
|
||||
- Base fee for access
|
||||
- Usage-based above thresholds
|
||||
- Example: $500/mo base + $0.01 per API call
|
||||
|
||||
**Value-based contracts:**
|
||||
- Price tied to customer's revenue/outcomes
|
||||
- Example: % of transactions, revenue share
|
||||
|
||||
---
|
||||
|
||||
## Pricing Checklist
|
||||
|
||||
### Before Setting Prices
|
||||
|
||||
- [ ] Defined target customer personas
|
||||
- [ ] Researched competitor pricing
|
||||
- [ ] Identified your value metric
|
||||
- [ ] Conducted willingness-to-pay research
|
||||
- [ ] Mapped features to tiers
|
||||
|
||||
### Pricing Structure
|
||||
|
||||
- [ ] Chosen number of tiers
|
||||
- [ ] Differentiated tiers clearly
|
||||
- [ ] Set price points based on research
|
||||
- [ ] Created annual discount strategy
|
||||
- [ ] Planned enterprise/custom tier
|
||||
|
||||
### Validation
|
||||
|
||||
- [ ] Tested pricing with target customers
|
||||
- [ ] Reviewed pricing with sales team
|
||||
- [ ] Validated unit economics work
|
||||
- [ ] Planned for price increases
|
||||
- [ ] Set up tracking for pricing metrics
|
||||
|
||||
---
|
||||
|
||||
## Questions to Ask
|
||||
|
||||
If you need more context:
|
||||
1. What pricing research have you done (surveys, competitor analysis)?
|
||||
2. What's your current ARPU and conversion rate?
|
||||
3. What's your primary value metric (what do customers pay for value)?
|
||||
4. Who are your main pricing personas (by size, use case)?
|
||||
5. Are you self-serve, sales-led, or hybrid?
|
||||
6. What pricing changes are you considering?
|
||||
|
||||
---
|
||||
|
||||
## Related Skills
|
||||
|
||||
- **page-cro**: For optimizing pricing page conversion
|
||||
- **copywriting**: For pricing page copy
|
||||
- **marketing-psychology**: For pricing psychology principles
|
||||
- **ab-test-setup**: For testing pricing changes
|
||||
- **analytics-tracking**: For tracking pricing metrics
|
||||
Reference in New Issue
Block a user