A TV channel package provider · B2C · guest's former employer
Pitch 'over 100 channels' instead of the 6-8 people actually watch
'Over 100 channels' won every test against a small-package pitch
Workedpricingexperimentation
What they did
At a TV provider, tested many messages and packages built around the 6-8 channels most people watched against messaging of 'get over 100 channels'. The big-number offer won every test, against the research. Guest generalizes: at the point of purchase, more for less money always works.
What happened
Every test of the small-package message lost to 'over 100 channels'.
In their words
Sub Club by RevenueCat · How Condé Nast Experiments, Bundles, and Wins — Michael Ribero, Condé Nast“We would try all sorts of messaging, all sorts of packaging to say, "Hey, just get six to eight channels." Every single test that we ran, it lost when you said, "Get over 100 channels."”
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