Feature Placement Validator
Validate the hypothetical pricing pages
As the final module of the Feature and Pricing Suite for SaaS, the Feature Placement Validator is a specialised tool that helps you validate the pricing pages for the maximum conversions and minimum dropouts. This is done by testing multiple pricing pages and evaluating every aspect of a pricing page, including:
- The attractiveness of calls-to-action, marketing copy and content.
- The clarity and complexity of technical and pricing details.
- Conversion and dropout rate of each pricing page.
- Preference share and projected revenue for each pricing plan and its tiers.
Outputs
Primary outputs of the Feature Placement Validator
Validate which pricing page maximises conversions while minimises dropouts
The ultimate goal of the Feature Placement Validator is to help you test the potential pricing pages to discover the one with the maximum conversions and minimum dropouts.
The FPV also helps you evaluate every aspect of the pricing page, including calls-to-action, copy, content, respondents' plan choices and reaction time, preference share simulations, and revenue index projections.
Secondary outputs of the Feature Placement Validator
Use advanced simulations to predict adoption rate and revenue
Forecast your software adoption and revenue for each potential pricing page
The Feature Placement Validator gives you access to advanced simulations to estimate the performance of each potential pricing page. Utilise metrics such as preference share, revenue, and profit to evaluate which pricing page has the highest software adoption and profitability.
In this example, Pricing Page B has the highest preference share and revenue index despite the same offering with other pages.
Evaluate the attractiveness of calls-to-action, copy, and content
Learn where respondents hover the most with the detailed heatmap of respondents' mouse movements
The FPV also records the respondents' mouse movements and generates heatmaps for each pricing page. By analysing the concentration of mouse movements on the heatmap, you can evaluate the effectiveness and attractiveness of the marketing copy, content, and calls-to-action.
In this example, out of all respondents selecting the business plan on this pricing page, 74% of respondents hovered over the top part of the pricing tier. This shows that the price and the icon attract much more attention than the other features listed on this pricing page.
Evaluate the clarity and complexity of the technical and pricing details on each pricing page
Analyse the time taken by respondents to select their preferred plan
Another key output of the FPV is the analysis of the time taken for the respondents to select an option. You can adjust the amount of technical details included and the complexity of the pricing plan based on the respondents' time spent on page.
In this example, the respondents spent roughly 12 seconds on the pricing pages and 13 seconds on the example page 1. For example page 1, 68% of the respondents selected a plan with average subscription value of $32.40. This indicates that the pricing page perform better than the average of the pages tested.
Inputs
The Feature Placement Validator helps you test potential pricing pages and validate the one that can maximise conversions and minimise dropouts. Thus, Conjointly recommends building 2-5 hypothetical pricing pages based on optimised pricing plans, such as the plans obtained from the Feature Placement Simulator.
To illustrate the inputs for FPV, check out the set of three pricing pages below.
Example of pricing pages to be tested:
Pricing Page A
Pricing Page B
Pricing Page C
Based on these inputs, Conjointly's team of experts custom-designed an experiment for Soundwave Co to achieve its goals. Want to discuss your pricing page or software research? Book a call now!
Survey flow
A Feature Placement Validator experiment consists of three following stages.
Stage 1: Screening questions
The survey begins with screening questions to filter potential survey respondents and ensure only the desired audience is re-directed to complete the survey. Some commonly used screening questions include demographics, usages, and behaviours.
How would you best describe your usage, or intended future use regarding the enterprise software?
No Use or Plans
Plan to Use
Using
Heavy user
Stage 2: Pricing page evaluation
Qualified respondents enter into a split-sample survey. The sample size is based on the number of pricing pages to be tested.
In this example, Soundwave Co wants to test three pricing pages. The survey flow is as follows:
The respondents are asked to evaluate the hypothetical pricing page and choose an option. Throughout the experiment, Conjointly records the respondents' plan choices, mouse movements, and the duration of time taken to select their preferred plan. Here is an example of an FPV experiment in the respondent view:
Which of the following plans will you choose, if any?
BASIC
$9.90
per month
STANDARD
$13.90
per month
PREMIUM
$17.90
per month
Stage 3: Additional diagnostic questions
Lastly, the survey ends with additional diagnostic questions, such as gender, location, and current software usage, that help you perform the subgroup analysis for more in-depth insights.
How many people are employed at your company?
1-50
51-200
201-500
More than 500
Which of the following enterprise software are you using?
Software A
Software B
Software C
Software D
Software E
Software F
Brand X
Brand Y
Soundwave Co
None of the above
Complete solution for software pricing research
Kano Model
Ensure product-market fit and maximise your user acquisition and expansion, by differentiating software features according to your users' needs.
Feature Placement Matrix
Place product features into appropriate tiers according to users' perceived importance and willingness to pay.
Feature Placement Simulator
Construct the features and pricing architecture that maximise your software's revenue and adoption, with insights into impact of features and pricing adjustments on preference share, revenue, and more.
Feature Placement Validator
Test multiple pricing page designs and validate the pricing page for the maximum conversions and the minimum dropouts, with insights into the attractiveness of CTAs, marketing copy and content, visitors' plan choices, reaction time, preference share, revenue projections and more.