FPV

Custom Solution

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.
Feature Placement Validator

What is the Feature Placement Validator?

Primary outputs of the Feature Placement Validator

Validate which pricing page maximising conversions while minimising dropouts

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

Simulating preference share

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.

Identify the most and least attractive elements of the pricing page

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.

Analysing the time taken for responses

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.

The Feature Placement Validator helps you test potential pricing pages and validate the one that can maximise conversions and minimise dropouts. Thus, Conjoint.ly 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

Potential pricing page for Soundwave Co

Pricing Page B

Potential pricing page for Soundwave Co

Pricing Page C

Potential pricing page for Soundwave Co

Based on these inputs, Conjoint.ly'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!

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:

Sample survey flow for the Feature Placement Validator

The respondents are asked to evaluate the hypothetical pricing page and choose an option. Throughout the experiment, Conjoint.ly 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

Unlimited movies and tv shows
Watch on your laptop, TV, phone, and tablet
HD

STANDARD

$13.90

per month

Unlimited movies and tv shows
Watch on your laptop, TV, phone, and tablet
Ultra HD

PREMIUM

$17.90

per month

Unlimited movies and tv shows
Watch on your laptop, TV, phone, and tablet

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

Looking to perfect your SaaS offering?

Whether you are looking for insights on your user needs, adopting new users, expanding to a new market or reducing churn rate, Conjoint.ly's team of experts are here to provide you with solutions on time and on budget.

Let's get your research going!

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