
Websupport.sk - the biggest Slovak hosting provider - after 18 years of various pricing and pricing approaches, he decided to unite the current and new services into a single pricelist.
PROJECT GOAL:
Improve the offer and structure of webhosting pricing
Create a new, more attractive and more efficient price list
Design and create a strategy and a way to automatically migrate existing services to a new pricelist to reduce internal costs and innovation without loss and with the least sensational change for existing customers
Results
Instead of hundreds of historical price lists one
Basically lower complexity and associated maintenance and support costs
Adjusting the pricing that does not jeopardize the brand
Clearly positive business case and new upsell opportunities
Identified non-negligible leakage with realistic removal suggestion

CHALLENGES & APPROACH
Phase 1: Simplify goals and create hypotheses
Understanding the client's situation, “perceiving” the current business situation during workshops and identifying key customer segments and their anticipated purchasing behavior
Creating a dynamic benchmarking of the Czech-Slovak market taking into account the parameters of the services offered
The result: a set of hypotheses about the impact of the offered product packages on customer behavior
Phase 2: Finding Answers in Data
Data analysis
Investigating hypotheses from the previous step and monitoring the development of the situation from a data perspective
Finding several sources of revenue leakage and suggesting ways to remove them
The result: principles that can be used to create a new pricing model
Phase 3: Design a new pricing model
Creating a prototype of a new pricing model by extensive iteration
The goal was to meet the following conditions:
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Pricing suitable for current market conditions
Logical and easy to communicate to the customer
It can deal with hundreds of different settings where existing customers worked
The aim was to stay as close as possible to the original product price
If we had to make any of the existing services more expensive, only in exchange for increasing their value
Stage 4: Creating a migration strategy
Creating a migration strategy algorithmically so that it can also be used to service properties that will be real at the time of migration itself (since the services will be migrated gradually)
The goal was to:
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Simple migration process
As little change as possible for the customer
The least lost customers thanks to strategically located discounts and special offers
Quantifying the effect of the proposed changes in several different scenarios in terms of customer response
Phase 5: Implementation
Determining the procedure (which is in the hands of the client):
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Testing new services for new services
Gradual migration of all services to new packages
Migration support and methodology for further changes in pricing
Expected result: positive business case, simplification of customer support