6 {{ upvoteCount | shortNum }}
6 {{ upvoteCount | shortNum }}

Help Me Refine My Offer

by Mirnova
5 replies
Has anyone tested anything like this...?

I have a membership site with 3 membership levels, lifetime, yearly, monthly. Lifetime is $297. Yearly is $147, and monthly is $29.97.

Right now the offer is 7 days free trial, then the option of monthly, yearly, or lifetime subscription after that (CC info is captured upfront and autobilled).

I'm considering this test...

Only sell the 7 day free trial, followed by a monthly membership. Then have a onetime upsell to yearly membership. If the take that offer, have another upsell to lifetime membership.

My concern is this...

Right now the best quality members are the lifetime and yearly members. The monthly members by far give us the most headaches. (The 80/20 rule fully in effect here).

I'm concerned that if we offer the monthly price upfront, we'll attract more of the lower value members, and perhaps filter out the higher value members before they even see the higher priced memberships.

Anyone tested anything like this?

Can you give me some feedback before we spend time and money setting up and testing this?
#offer #refine
  • Profile picture of the author Stephen Dean
    Are you thinking that the best customers are less likely to buy if it's only a small monthly price? You might be right, sometimes a higher price means higher quality. Not sure what the answer is for you there.

    But I wonder how you're selling it now. You could pitch the lifetime membership throughout the copy, and when you get to the price reveal you show the $300 for lifetime membership... and then an immediate downsell to the monthly price.

    That acts as a value build to all customers - that they can get $300 worth of information for $30.

    Or maybe that'd work too well and just aggravate the problems you're having

    Cheers,
    Stephen
    Signature
    Free Coaching WSO: How to finish all your 2013 "Goals" in JANUARY with my proven productivity secrets - taken from 9 years working as a freelance copywriter. Click Here

    Occupation: Best Copywriter Ever.
    Clients:     Matt Bacak, Jim Edwards, Ryan Deiss and more.
    {{ DiscussionBoard.errors[3759867].message }}
  • Profile picture of the author Summertime Dress
    What if you dropped the monthly since those are your least productive and offer different options to your yearly and lifers? For example, different payment options for those memberships instead of a one time fee? i.e. 1/2 now...1/2 in 30 days, etc. Or, different premiums for yearly vs. lifers?
    {{ DiscussionBoard.errors[3766475].message }}
    • Profile picture of the author ARSuarez
      Stephen made a good point.

      Personally, though, I think you should build up the value of the program and then sell the lifetime at a discount.

      For example, "At $30 a month, you'd spend $360 for 1 year. At $147, you'd spend $294 in two years. But if you go with our lifetime membership... there is one single investment of $297. 2 years, 4 years, 6 years... Doesn't matter."

      I'd also cite, if you can, how long your average customer stays with you. That way they don't think, "Well, what if I only stick around for a year? Then I spent all that money for nothing."

      It's all a matter of testing. Heck, you might even try a 2 year membership at $250 and tell them how much they'll save.

      Different ideas. Worth a shot.

      Cheers,

      Angel
      {{ DiscussionBoard.errors[3766703].message }}
      • Profile picture of the author Drez
        Do you plan to offer any bonuses for those opting for the lifetime or annual memberships?

        More/better bonuses might inspire people for the higher priced memberships
        Signature

        Mark "Drez" Dresner
        Swipe My Massive Copywriting Swipe Files Collection for FREE
        http://AdvertisingCopySwipes.com

        {{ DiscussionBoard.errors[3783724].message }}
        • Profile picture of the author Hugh Thyer
          Good points Drez.

          You want to make the monthly program unappealing compared to the rest. Or more to the point, show the monthly program to be a great offer, but then blow them out of the water with the other two. You could even increase the price of monthly.

          Your aim should be to get a very low uptake on monthly. It's job should be to push people towards the higher priced programs.

          A table showing what you get with each offer will help you do this.
          Signature

          Ever wondered how copywriters work with their clients? I've answered that very question in detail-> www.salescomefirst.com
          {{ DiscussionBoard.errors[3785608].message }}

Trending Topics