Bridging the Gap — Using Analytics
What do you — CEO of a company — do when you have gaps of information that cannot be bridged by analytics or anecdotal information?
Other day I am chatting with a CEO about the performance of his marketing and the quality of feedback they were getting from anecdotal information (call reports) and the traffic analytics on their website.
This particular CEO had encountered an AHA moment when they reconfigured their website to go from offering their software in the continuum of Freemium, Bronze, Silver, Gold to the opposite.
By this I mean he had gone from the least expensive/least capable package to the most expensive/most capable price to the opposite order.
OK, one more time. He went from:
Freemium – Bronze – Silver – Gold (least expensive, least capable to most expensive, most capable)
to
Gold – Silver – Bronze – Freemium. (most expensive, most capable to least expensive, least capable).
The results were staggering. He was suddenly hitting substantially higher rates of interest and sales. There is a story for another day as to how that came to be. [Do not do the same thing. There is a reason why this worked in this particular SaaS situation.]
