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Say GoodBye to Churn: The F.O.S.T.E.R™ framework for fixing the UX leaks which cause your users to silently churn
T: Tactical pricing
Your pricing is the reason you are earning money.
All the other letters work hard to make sure that they can get your users to this letter more often.
So, it needs to be correct.
I will split this into two: Pricing strategy and the pricing page.
Pricing strategy
It is the backend of your pricing.
So, it is important to figure this out correctly.
First, make sure you don’t have too many pricing options.
The sweet spot is: 2 paid plans, one enterprise plan, and one free plan (for freemium models)
If you are having an enterprise SaaS, this will not be applicable to you, but still make sure you give your users less options to choose from.
Add scalable pricing elements. E.g., Slack charges per active user, ensuring revenue grows with team size.
Then, encourage annual/multi year commitments.
Offer long term incentives like discounts, bonus features or price lock guarantees.
Also, make sure that the upgrade and expansion path is natural.
I mean: make them upgrade to a higher plan as they use your app more.
Don’t try to appeal to as many users by giving them too many discounts.
You will end up attracting users who want discounts every month, and they will be the ones draining your profit.
Also, if you want real revenue increase, I have a hack for you.
Raise. Your. Prices.
That’s the simple hack.
“But what if I lose my customers???”
Yes. You will lose them.
But, you as a business will see higher profits.
And, the real users will stick for the longer term.
Pricing page
Even if your pricing strategy is insanely great, it is useless if the frontend is not well sorted.
I mean: the pricing page.
The first tip is to be: transparent about your pricing.
Don’t give them sudden prices.
A whopping 69% of online shoppers abandon their carts due to unexpected extra costs at checkout.
Instead, show them a high price, and if possible lower it during checkout.
Give visual differences between your most popular plan and other plans.
This gives them a sense of social proof.
If your SaaS directly helps them generate revenue, showcase them an ROI calculator.
It will help them see how much they can expect from the SaaS.
Again, under promise and overdeliver.
Make sure your pricing page has some credibility, like testimonials, case studies etc.
Adding social proof to your pricing page like testimonials, reviews, or customer logos can boost conversions by up to 34%.
Also, give guarantees to users.
You can use simple guarantees like satisfaction guarantees or advanced ones like if you don’t make this much, we will refund you.
Also, inject some scarcity & urgency to your pricing.
A strong money-back guarantee can increase conversions by 21% on average, while Scarcity and urgency can boost conversions by up to 332%.
Prequalify your first time enterprise buyers, so that you may end up not attracting the wrong people.
These are some tactics you can use to have a tactical pricing.
Leverage data to make continuous changes.
This guide is made by Farhan Tawfeeq, Founder of BrightCav.
At BrightCav, Farhan helps SaaS companies reduce early-stage churn by silently fixing the gaps users never mention, but always feel.
Most SaaS churn isn’t loud. It slips away quietly. Unspoken. Unseen. Until revenue starts bleeding and no one knows why.
There’s a way to see it before it happens.
Use the Leak Finder Scorecard: a quiet diagnostic built to find the hidden cracks in your flow.
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