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You have to track join page submits to get an idea on it. You can also offer different price points based on traffic types, like free site / avs mixed people respond to lower price points better.
Anyway, the big difference is the money volume increase. It really doesn't matter that your ratios slip or retention slips a little. The increase in money from just a $5 jump is very noticeable. At a 100 sales a day, before rebills that could be a $15k increase in revenue. To not be effective it would have to drop 15 sales a day on average, and that probably isn't going to happen. Kick in the rebills, and the growing effect of them simply can't be out averaged.
You can out price your retention. You can fool your surfers, but if the members area isn't good they won't upgrade and they won't retain. So offering monthly discounts on rebills can help and increase long term retention if your members area / content isn't perfect.
Now, if you have the members area, good content, great-heavy updates.. and you give them great support, you can pretty much price it at anything you like - and you will see a monster increase in revenue.
--- The reason most of us charge around 30, is VISA. They like lower price point chargebacks vs higher price point cb's. So if you plan on running higher price points you need to improve your support that much more. CB's is based on Money Volume too, so a $5 or $10 increase if you already sit at .6, could put you in a danger area.
If you earn an extra a 10k, 15k, 20k+ monthly in revenue, it's only fair to add some support staff and extra updates in.
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