Survicate is a top-notch customer feedback tool. Intuitive survey panel, superior UX, and a helpful support team, always ready to go the extra mile, are just some of our favorite characteristics of this SaaS. Survicate enables the creation of a feedback survey with a few clicks, within a minute. You may choose one of the dozens of templates based on recognized research methods like NPS, CSAT or CES.
"Our cooperation was super smooth. Everybody was very involved and excited on both sides, and we quickly built a great relationship. It was a great balance between formal and freestyle communication - very much how we operate as a company. It felt almost as if they were a part of our team, new folks trying to prove their worth. Their recommendations were eye-opening even for a team that has been going through the process probably 15+ times in the past."
Survicate approached Valueships willing to work on their SaaS pricing strategy with proven scientific and consulting methods. They felt that there were some uncovered gaps in their pricing, customer willingness to pay, acceptable pricing range, and overall monetization approach. When Survicate CEO, Kamil Rejent, was introducing us to the team, he described us as “Polish Price Intelligently.” How could we not mention that in this case study?! Effective pricing is crucial for any saas business looking to maximize revenue and growth.
The company had gone through pricing changes many times before - probably 15+ iterations - but they wanted to approach it differently this time: with data, research, and a structured methodology backed by an experienced SaaS pricing consultant.
The main objective was to optimize SaaS pricing, so it positively impacts ARPU. It was important to simulate different scenarios so that the Survicate team knew what to expect after introducing new prices.
In other words, the goal was clear: increase ARPU** without losing customers.** We needed to find the sweet spot where the price reflects the value Survicate creates, while keeping churn under control. Optimizing pricing also supports customer retention and maximizes customer lifetime value by ensuring customers remain engaged and see ongoing value.
When working with SaaS owners, we always start with our Revenue Engine Diagnostics to identify the low-hanging fruits that allow MRR sealing. Finding out where your money is leaking is vital before you make any price moves, and it helps to alleviate the results of increased churn in the case when some of your clients don't accept the new pricing.
Within the diagnostic, we realized that there is room for price optimization - the churn was relatively low, and customer satisfaction relatively high. In terms of perceived value and perceived price, Survicate's positioning was great. Its customers perceived it as a value generator that was not too expensive. That's a strong signal: when users feel they're getting more than what they pay for, there's typically space for a well-executed SaaS price increase.
As a next step, we ran a thorough competitive pricing analysis. Our team of researchers meticulously scanned every platform indicated by Survicate as direct or indirect competition. We gathered publicly available data on pricing models, packaging, feature sets, and value metrics. In this analysis, we observed that competitors use a variety of approaches, including cost-based pricing and other pricing models such as subscription-based and data-driven strategies. The way they set prices plays a crucial role in their market positioning and can impact customer perception and revenue.
On this basis, we were able to find out what Survicate’s positioning in relation to other tools was. What we discovered was just another indicator that bold price moves were safe in the case of our client. Their product delivered exceptional value compared to alternatives, and the pricing didn’t yet reflect that.
Next, we ran a detailed willingness to pay survey to test our hypothesis. Our research aimed to understand the customer's perception of value and maintain the customer's interest by aligning pricing with their expectations. We gathered 267 responses that helped us determine the price sensitivity for Survicate’s products. This price sensitivity analysis revealed something important: willingness to pay turned out to be different for different use cases and personas.
This was a crucial insight. It meant that a one-size-fits-all pricing model was leaving money on the table. The data clearly showed that SaaS pricing optimization would go smoothly - and more importantly, it pointed us towards the exact price points and packaging adjustments that would work.
Last but not least, we estimated the potential impact by running a scenario analysis. We modeled the best, worst, and most likely outcomes of the proposed pricing changes, factoring in expected churn, conversion rate shifts, and ARPU uplift. The analysis also considered the impact on profit margin and evaluated the incremental value delivered to customers at new price points.
Thanks to that, the Survicate team got a clear picture of how things can go in each scenario - and moved forward with confidence, knowing the numbers backed their decision.
The results exceeded expectations and confirmed that a data-driven approach to SaaS pricing optimization pays off:
The pricing changes were carefully communicated to the existing customer base, ensuring existing customers continued to see strong customer value and even perceived more value from the product.
The Survicate case is a textbook example of how to raise SaaS prices without losing customers. When you combine thorough willingness to pay research with competitive analysis and disciplined impact modeling, the results speak for themselves.
Pricing models are at the heart of every successful SaaS pricing strategy, directly influencing how potential customers perceive your product, how easily they convert, and how loyal they remain over time. For SaaS companies, choosing the right pricing model is not just about setting prices—it’s about aligning your pricing structure with customer needs, market demand, and your business goals.
A value based pricing approach focuses on the perceived value customers assign to your product or service. By understanding what features and outcomes matter most to different customer segments, SaaS companies can set price points that reflect the true value delivered. This strategy often allows for higher price points, as customers are willing to pay more when they see clear, tangible benefits. Gathering customer feedback and analyzing customer data are essential steps in this process, ensuring your pricing plan matches customer expectations and maximizes revenue growth.
Tiered pricing models are another popular choice in SaaS pricing. By offering multiple pricing plans with varying features and price points, SaaS businesses can cater to a wide range of customer segments—from startups to large enterprises. This flexibility not only broadens your customer base but also allows customers to select the plan that best fits their needs and budget. A well-structured tiered pricing model can drive customer acquisition by making it easy for potential customers to find a plan that aligns with their requirements.
Usage based pricing models, where customers pay based on their actual usage, are particularly effective for products with variable usage patterns. This model appeals to price-sensitive customers and those who prefer predictable costs, reducing barriers to entry and helping to minimize churn. By aligning the selling price with customer demand and usage, SaaS companies can attract more customers and increase average revenue over time.
When it comes to customer acquisition, your pricing decisions can be a deciding factor. A complicated or opaque pricing scheme can discourage potential customers, while a transparent and competitive pricing structure builds trust and encourages conversions. It’s crucial to monitor competitor pricing, assess price sensitivity, and continuously gather customer feedback to refine your pricing strategy.
To optimize your pricing page for customer acquisition, focus on clarity and simplicity. Clearly communicate your value proposition, highlight key features of each pricing plan, and make it easy for customers to compare options. Offering free trials, demos, or freemium plans can further lower the barrier for new customers, allowing them to experience your product’s value firsthand before committing.
Ultimately, the right pricing model is a powerful lever for driving customer loyalty, increasing average revenue per user, and fueling sustainable growth. By leveraging customer data, understanding different customer segments, and continuously iterating on your SaaS pricing strategy, you can create a pricing structure that not only attracts more customers but also maximizes their lifetime value.
+27% increase in Average Sales Price
Stable Conversion Rate
8 weeks time-to-develop
2 Managers + Data Analyst + 2 researcher: Valueships involvement
Increased pricing capabilities of the executive team
Certified expert in price, revenue and margin management in B2B companies and e-commerce. Member of the prestigious Professional Pricing Society. At Valueships, he is responsible for the implementation of consulting projects and taking care of the profitability of clients. Prior to joining Valueships, he worked at McKinsey & Company in the area of pricing and strategy.
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Certified expert in price, revenue and margin management in B2B companies and e-commerce. Member of the prestigious Professional Pricing Society. At Valueships, he is responsible for the implementation of consulting projects and taking care of the profitability of clients. Prior to joining Valueships, he worked at McKinsey & Company in the area of pricing and strategy.
