SaaS中的价值框架是什么？

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.

构建价值框架非常重要，因为它使SaaS企业家能够证明产品价格的合理性，并帮助客户理解产品的投资回报率（ROI）。

当正确实施时，“价值框架” 定价策略 会影响您的客户对您的SaaS定价的看法。

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.

您应该考虑以下两个核心方面来决定采用价值定价还是成本定价：

• User Perception – 基于价值的定价 matches your price point with the user’s perceived value, whereas cost-based 定价 calculates internal production costs and maintenance expenses to price a product.
• 复杂性 – 成本定价, on the other hand, has a simpler structure, though it presents a risk of a potential customer underestimating your product’s potential impact on their 企业的收入水平。

Effective ways to frame value in SaaS pricing include:

• 以结果为中心： 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).
• 用户评价： 允许满意的用户提供关于您软件的反馈。
• 竞争分析: 将您的解决方案与您现有的替代方案进行比较，并解释您的主要差异化因素如何改善客户的预期结果。
• 分层定价: This pricing structure sets out separate levels for varying requirements and budgets, covering 不同类型的客户, with users starting small and later possibly moving to higher-priced tiers.
• 价格锚定： 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测试： 创建多个定价页面和信息，以评估哪个版本最能引起大部分受众的共鸣。
• 调查消费者： 与您现有和潜在的用户讨论他们如何看待您产品的价值及其对他们业务的货币影响。
• 评估指标： 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.