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Pricing Optimization
Introduction
About the Course (0:48)
Overview of Pricing Methods (2:01)
Pricing Method — Psychology
Overview of Pricing Psychology
SaaS Pricing (7:50)
eCommerce Pricing (5:07)
Pricing Method — Surveys
Overview of Pricing Surveys
Step 1 - Determine Your Customer Segments (1:36)
Step 2 - Select the Survey Tool (2:19)
Step 3 - Recruit People in Each Segment (3:05)
Step 4 - Ask People to Evaluate Your Product (1:24)
Step 5 - Analyze Their Willingness to Pay (0:46)
Step 6 - Compare Responses Across Segments (0:54)
Example - Home Goods (3:39)
Pricing Method — Van Westendorp
Overview of Van Westendorp (1:07)
Step 1 - Collect the Data (2:30)
Step 2 - Convert Data into a Frequency Table (4:11)
Step 3 - Convert Frequency Table into Percentages (4:09)
Step 4 - Analyze the Van Westendorp (3:47)
Spreadsheet_Van Westendorp
Pricing Method — Gabor-Granger
Overview of Gabor-Granger (0:54)
Step 1 - Set Up the Gabor Granger (2:06)
Step 2 - Prepare the Data (2:22)
Step 3 - Analyze the Gabor-Granger (3:46)
Spreadsheet_Gabor-Granger
Pricing Method — Conjoint Analysis
Overview of Conjoint Analysis (1:58)
Which Software to Use? (1:17)
Step 1 - Set Up the Conjoint Study (5:53)
Step 2- Analyze the Conjoint Data (5:38)
Bonus Method - Conjoint Analysis in Excel (4:52)
Spreadsheet_Conjoint Analysis
Pricing Method — Split Testing
Overview of Split Testing (1:38)
Which Prices Should You Test? (1:58)
Pricing Method — Demand Curves
Overview of Demand Curves (2:54)
How to Analyze a Demand Curve (4:11)
Bonus
Pricing Method — Reaction Time (1:58)
How We Perceive Numbers (20:58)
House Money Effect (3:02)
How Do We Evaluate Prices? (2:48)
How to Reduce the Pain of Paying (6:20)
What's the Best Visual Size for Your Price? (4:52)
Where Should You Position Your Price? (5:12)
Should Your Price Be Rounded or Precise? (7:41)
What are the Best Nearby Stimuli? (7:52)
Which Numbers Should You Choose? (8:13)
How to Design Your Pricing Package (7:57)
How to Structure the Payment (4:42)
Which Products Should You Discount? (1:49)
Which Type of Promotion Should You Offer? (4:05)
How Large Should Your Discount Be? (3:19)
How to Frame and Display Your Discount (6:22)
Step 5 - Analyze Their Willingness to Pay
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