SaaSにおける価値のフレーミングとは？

Value framing is a SaaS (software-as-a-service) pricing tactic that focuses on highlighting a product’s benefits, outcomes, and its overall value to potential customers. The principle is based on framing effects, where how an option is presented affects decisions: in one often-cited study, people rated meat labeled “75% lean” better than meat labeled “25% fat.”

Value Framing involves more than just outlining features and functionality; SaaS businesses employ this concept to present how the software aligns with user-specific requirements.

価値のフレーミングは、SaaS起業家が製品価格を正当化し、顧客が製品の投資収益率（ROI）を理解するのに役立つため、重要です。

正しく実装されていれば、「バリューフレーミング」は 価格戦略 顧客があなたのSaaS価格をどのように認識するかに影響を与える可能性があります。

It shifts the customer focus from seeing the price to be paid as an expense to seeing it as an investment that will pay off later on.

Customers are more receptive to a higher price point when they are presented with the benefits the product purchasing brings to them, whether it’s efficiency, solving an industry-specific challenge, or improvements in other KPIs.

価値ベースの価格設定とコストベースの価格設定のどちらを選択するかを決めるには、次の2つの重要な側面を考慮する必要があります。

• User Perception – 価値ベースの価格設定は matches your price point with the user’s perceived value, whereas cost-based 料金 calculates internal production costs and maintenance expenses to price a product.
• 複雑さ – コストベースの価格設定, on the other hand, has a simpler structure, though it presents a risk of a potential customer underestimating your product’s potential impact on その ビジネスの収益率が向上します。

Effective ways to frame value in SaaS pricing include:

• 結果重視： Always highlight the customer’s expected outcome and benefits. Example: Sales increase, Productivity, Lower false positives, etc. Lead with the positive frame, as in “75% lean” rather than “25% fat” (The Decision Lab).
• ユーザーの声： 満足しているユーザーに、ソフトウェアに関するフィードバックを提供してもらいましょう。
• 競合分析: 既存の代替ソリューションと比較し、貴社の主要な差別化要因が顧客の期待する成果をどのように向上させるかを説明してください。
• 階層型料金体系: This pricing structure sets out separate levels for varying requirements and budgets, covering さまざまな種類の顧客, with users starting small and later possibly moving to higher-priced tiers.
• 価格アンカリング: Show a premium plan first, so that price anchoring frames the value of the plans beside it.

To experiment with different framing techniques, follow these three core guidelines:

• A/Bテスト： 顧客の大多数に最も響くバージョンを評価するために、複数の価格ページとメッセージを作成します。
• 消費者調査: 既存および潜在的なユーザーに対し、御社の製品の価値や、それがビジネスに与える金銭的な影響についてどのように認識しているかをヒアリングしましょう。
• 評価指標: Monitor your conversion rates across your acquisition and upgrade funnels, as well as churn and the CLV (customer lifetime value) as you adapt your value framing.