Case 04
Pricing strategy that drove 83% more demo bookings
Combined customer research, pricing-page behavior analysis, and Sales feedback to clarify plan positioning.
Results
+83%
YoY pricing-page demo bookings.
+15%
target-ICP leads.
~$112K
ARR influenced by the Savings Calculator at the final purchase stage.
Context and challenge
As TaxDome expanded towards mid-size and larger accounting firms, our existing pricing page no longer reflected the needs of our evolving ICP. Customer research, Sales feedback, and pricing-page behavior analysis revealed that prospects struggled to understand the value differences between plans, especially the higher-value tiers.
The approach
I led the PMM workstream, combining customer insights with conversion data to reshape how we communicated pricing and product value.
Research and insights
Analyzed customer feedback, worked with Sales to identify buyer objections, and reviewed pricing-page behavior to understand where prospects struggled to evaluate plans.
Plan positioning
Refined messaging to clarify the value of each tier and strengthen the case for higher-value plans.
Conversion experience
Improved plan comparisons, added relevant proof points, and created more contextual paths to demo.
Value communication
Launched the Savings Calculator to help prospects quantify potential savings and give Sales a stronger business case.
Sales enablement
Developed messaging and supporting materials to help Sales communicate the updated pricing narrative.
Samples
2 linksProject perspective
This work connected customer research, pricing positioning, and conversion optimization to support TaxDome’s move upmarket and strengthen the business case for higher-value plans.