How to communicate value to customers? Insane story! A few weeks back, my main challenge was our drop in sales within a global version of Brand24. We needed to find out which changes we made in past weeks caused our sales to drop. What we were able to find through analytics tools was the fact a large number of our potential customers was bouncing of our "Pick a plan" page. No idea why. I was trying to crunch more data when I saw Pawel Tkaczyk (http://paweltkaczyk.com/), who was visiting our office. He asked me "what's up", so I pretty much shared my problem/challenge. He looked over our "pick a plan" page: http://bit.ly/pricing-bad-results and instantly asked: "Why do you promote your plans through lack of certain features?". He was referring to us using a strikethrough font to show features that are missing in lower plans (very popular method across a SaaS pricing pages). Our idea was to drive people towards higher plans. We realized nobody is promoting their product by showing features they lack. You don't see new Range Rover commercials saying "it doesn't offer ..." :) Sounds obvious. Well, it wasn't. Not for us anyway. We quickly removed this "missing features" and conversion went up! It led to record-breaking results in October with 90 net client growth and passing a historical point of 2000 active clients!
-
I guess the lesson here is: the communication of the product is as important as the product itself. You can have an amazing product but you sales can still suck because you communicate the benefits poorly. I've never had a 5-minute, unscheduled meeting that would drove so much value.