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What do you think converts better - monthly recurring fee or one-time access pass?

by Canuckystan
5 replies
I'm now very close to launching my membership site (and to those considering this, it is a lot of work to get everything just right and getting all the materials on there in a way they can't be easily taken/stolen).

What do you think converts better? $49/mo recurring, or $89 for a one-time 3 month access pass? I also have a $239 one time annual access pass.

I have "cloud" ebooks, video tutorials and some downloadable material as well as a forum.

I don't want to offer both pricing schemes at the same time - want to limit options, less confusing.

The site helps folks get through a pretty lengthy government process. Only other options are to do it yourself or hire a consultant or lawyer at many times that price (avg consulting fee is about $3000).

My gut is saying that the $89 one shot fee for 3 months may be better - people don't feel rushed to get in and use the material as they might paying the monthly fee, and they don't have to worry that their credit card will be charged month over month.

Any thoughts? I've never done a membership site, and I'm going to have a launch email to a 4000+ list, so getting the pricing right up front is important.
#access #converts #fee #monthly #onetime #pass #recurring
  • Profile picture of the author mgreener
    Hi,

    Honestly I think you should offer all three and test it. If not all three options, offer three and create a decoy price to help push either the monthly or the 3 month one time fee. There are a lot of studies and research done on pricing. Take a look at these books, "Smart Pricing", "Priceless", "Don't Just Roll the Dice".
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  • Profile picture of the author crystal2
    i agree to mgreener. you should keep all options, though i think 3 month fee would work better.
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  • Profile picture of the author Vendzilla
    I've ran several paysites for big companies, give the potential buyer a choice, just set it up so you make money no matter what. Also don't forget upsells inside the membership area. Lots of money to made in that.
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  • Profile picture of the author ShowSpace
    Very interesting article I just read on that topic: Pricing experiments you might not know, but can learn from - ConversionXL

    Summary: it depends. There are many factors and there is no univerally "correct" pricing. You have to adjust it to your target audience and test it.
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  • Profile picture of the author RedHelper
    An experiment is the best way. However, you''ll never be sure about your results, if you offer just 3 variants stated. Here it comes to website optimization, so to do it right, I think you need to try Google Website Optimizer. To put it simple, you need to test at least 6-9 options from the following table:

    _______|monthly offer|3 months sub.|annual sub
    pricе 1______x1___________x2_______ x3
    _______
    price 2______x4___________x5________x6
    _______
    price 3______x7___________x8________x9

    Here x1-x9 are you variants for testing.
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