Tag: metrics
What else to measure on a pricing page?
What else to measure on a pricing page?
Transcript
Hey. So I was gonna ask you, apart from the click rates or the conversion rates on a pricing page, what else can you track?
Like, the like, the scrolling with the heat maps and That’s a page I took out of today’s presentation.
Easy oh, wait. No. It’s in the tips area at the very end. I didn’t get to the tips page. The last page is full of tips.
Easy on scrolling, and pricing pages are typically not bad. Okay. There’s the FAQs at the bottom that are, like, expandable too.
You know, I wouldn’t what I would look at on a pricing page, depending on if it’s on the website versus if it’s where people in product lend or lend from emails for users, not trial. So website versus other pricing page would likely have two different ways of like, two different models that you would put together for how to measure success there and what the KPIs are.
Bounce is actually really important, and it might be more at that point, it’s like exit because bounce is, like, when you enter a site and then bounce it versus exit rate is different. So you’d probably call it exit rate. On the pricing page, did they spend less than ten seconds there, which could mean all sorts of things. And that’s where it’s like, okay.
Well, that’s a metric. That’s not a KPI. So you have to first figure out what the KPI is. Is it, hold more people on the page longer, whatever that looks like as the actual, like, goal, in which case, exit rate would be huge.
And then you would go down to the table below and say what’s affecting exit rate on here. Is the price too large, too high? Are we not giving them enough time to scroll? Like, you’d have all sorts of questions you could ask.
But it really does depend. What you want out of a pricing page is for people to choose an option, but that’s not as important as just starting to be a user. So click a button is gonna be a really important thing. It doesn’t always matter which button they click.
However, if increasing average revenue per user is important to you and if they are the kind of company that starts, that like, a lot of companies, when you land on their pricing page, you don’t have to choose a plan. You’ll choose that plan when you go. Other ones, you do choose a plan. So for the ones where you do choose a plan, it might be that you’re trying to optimize to get more people into a higher tier one.
So that could be something, increase average revenue per user. It could be both a KPI in this case and a metric underneath that KPI.
But we’re really just looking at increasing average revenue per user, and there’s lots of ways to figure that out and lots of hypotheses you can come up with if you’re like, oh, no. We’re not. Our our poo went down.
So if that’s the case anyway, there’s that to consider.
Okay.
All sorts of things. All sorts of things.
But start with their goal. So you could also just go out there and do some research on what people want, what business owners want, what SaaS people or even course creators want out of their pricing table.
Yeah. There’s just a lot.
Worksheet
How to test for monthly traffic to landing pages
How to test for monthly traffic to landing pages?
Transcript
Question, two if I have time. But but the the more pressing one for me is that, so basically, what I’ve chosen as my specialization and what my standard offer is around and the retainer offer is around, is basically for b to b SaaS companies who, are, like, sales led and have paid, like, Google search ads that are running to landing pages that they’re spending a bunch of money on.
What I’ve noticed with the end part, very expensive products what I’ve noticed with some of my past clients, is that, for a lot of these prod products, the the the volume of people looking for demos and booking them through any one page can be very, very low to the point where I’m like, am I gonna be able to have, like, you know, measurable tests on these that are actually, statistically significant month after month. And I’m not sure if this is an issue where I’ve sort of picked the wrong area or if there are if there’s an abundance of you know, there are a lot of companies that have pages like this with a lot more traffic and a lot more conversions to the point where it, like, makes sense to do this on a month to month basis. So I’m trying to figure out, did I pick the wrong area or am I in the right area, but I just don’t see the opportunity within that yet.
And these are landing pages for ads. Right?
Typically. Yeah. And my the what I’ve done in the past, it’s usually been, like, a Google search ad and yeah. Yeah.
Yeah. Okay. So I my brain is failing on the tool you can use to see traffic to people’s pages.
Like an like an Ahrefs kind of thing?
I was thinking Ahrefs, but that’s The SEMrush.
Feels like Ahrefs. I’m just trying to remember, like, which part of it. So, nonetheless, Ahrefs or SEMrush. I think it’s Ahrefs because we’ve never used SEMrush, not like we use Ahrefs.
So, one, I think test that. Like, go out and look. Is that true? Are large organizations for certain like, just just either you can look at ads and where they’re driving to, etcetera, and then test and then, like, look at the landing page, that URL, what’s the traffic to it?
Even a Chrome extension. I think that’s what I’m thinking about. There’s that Chrome extension that says how many how many visitors. I’ll look for it afterward, Andrew.
Okay. Yeah. And then you can at least get a sense for monthly traffic to these pages, because, sure, it may be true that some peep some businesses are just not large enough or the search quantity search volume just isn’t high enough.
They’re selling three million dollar solutions that are very niche.
So they’re not looking for volume.
They’re looking to, like, close two clients a month rather than Right.
Right.
Right. So that’s fair. That’s totally fair. In those cases, if they have people going to those pages if they have those pages at all, they still believe in optimizing them.
So to me, I would say, okay. The answer is not going to be AB testing for those clients because it can’t be. It fails them. It won’t work.
What do they already use? How do they already measure of something succeeding? How do they prioritize fixing the thing?
How often do they update the thing? Like, I would dig more into if testing is a problem for the organization, they need to have a solution of some kind that’s not testing.
So it’s your job then to go research and find what that alternative is because I would say there’s an alternative. There’s something they’re doing once that page is up.
And that’s up to you to say, like, hey. I can do that for you and do it better. And that’s a doable thing too. So if if they’re already okay with not reaching statistical significance on a test before making a change on a page, which they have to be, if they don’t have enough traffic to it, they just will Right.
Make the change, then you just have to tell them that, hey, guys. I know I know you’re not getting enough traffic to this. I know that there’s no way you can be AB testing here. So how are you measuring if this is succeeding?
How are you measuring that it’s improving or not? And if they’re like, uh-uh, you at least asked a good question. So Yeah. I think it’s, like, fine that they can’t test.