Pricing Sensitivity (Van Westendorp)
Set prices that maximize revenue and adoption using proven Van Westendorp methodology.
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The Van Westendorp Method Explained
The Van Westendorp Price Sensitivity Meter uses four price questions to identify an optimal price range: too expensive (won't buy), expensive but consider, bargain, and too cheap (quality concerns). By plotting these responses, you can identify the acceptable price range, optimal price point, and indifference price point (where equal numbers see it as expensive vs. bargain).
Analyzing Your Results
Plot the four price curves on a chart. Key intersections include: Point of Marginal Cheapness (bargain x too cheap), Point of Marginal Expensiveness (expensive x too expensive), and Optimal Price Point (expensive x bargain). The range between marginal cheapness and marginal expensiveness is your acceptable price range. Many products price near the optimal price point.
Beyond the Numbers
Van Westendorp provides a starting point, not a final answer. Consider: Segment analysis (different customer segments may have different price sensitivities), competitive positioning (price relative to alternatives), value metric (per-user, per-feature, flat rate), and business model (freemium, subscription, one-time). Use Van Westendorp data alongside competitive analysis and unit economics.