Codecademy · B2C · learn-to-code courses
Set different price levels by country, not just currency
Worked to raise total cash, but left 10 price packages to maintain forever
Workedpricing
What they did
Grouped countries into about three willingness-to-pay tiers (Nordics, Western Europe, US and Canada highest; a second tier paying less; a third paying least) and localized price level as well as currency and page content, initially pegging FX rates. Cost: 10 price packages to manage in ads, email, support docs and every future price change. Guest advises squeezing easier tactics out first.
What happened
Guest says it almost always makes the total user base produce more cash and was effective at Codecademy; no numbers.
“So, you realize like the Nordic countries have the highest willingness to pay, along with like Western Europe and the US and Canada.”
“But like we did it at Codecademy, it's effective. But like you you kind of can't unring that bell. And now when you do price changes, you have 10 price tiers to think about.”
Related topics
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