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Pricing Page Tweaks (New Design) #1460

Closed joethreepwood closed 3 years ago

joethreepwood commented 3 years ago

Creating an issue so we can centralise some separate discussions and thoughts about the awesome new design for the pricing page.

There are a few tweaks I'm proposing in order to make the pricing tiers more consistent, to help us drive customers to the version of PostHog we feel offers the best experience, and make the pricing page more easily useful from a content perspective.

These are intended to be quick iterations for now, which we can build on following the new Features pages.

corywatilo commented 3 years ago

Switch the default view on /pricing to show the Self-Hosted products, rather than Cloud

My only thought is that it seems like the industry-standard is to show cloud first, and I don't want users to have to think backwards. (Like when companies list plans, ordered by most expensive, which is just annoying because it's backwards from the industry norm!)

I completely get how it makes sense for our more valuable customers, but I wonder if the volume of potential self-serve customers is higher? I'm torn on this. But just to give my context.

Cloud vs PostHog Cloud

The reason I called it PostHog Cloud is because "Cloud" feels like a generic term and it isn't super clear to me whose "cloud" it's on. (Does this mean I can host on the AWS cloud or this is a fully self-hosted option?) That being said, I don't super love either term. =]

The rest all make sense to me!

kpthatsme commented 3 years ago

Thanks for writing this up, Joe. Here are some thoughts I had.

In general I want to say I agree with all of the content here, I'm just not sure about the timing / urgency for some of these.

Switch the default view on /pricing to show the Self-Hosted products, rather than Cloud. Self-Hosted is where we expect to have the best fit, so should be the priority.

I agree with this from an "us embracing our internal strategy" perspective. The side I don't quite agree with this is from the lead-gen / acquiring new user perspective. Right now, Cloud is the only way to get quickly spun up on PostHog – users can instantly get taken to a usable instance where they can rack up 10K events without even a CC.

Furthermore, I suspect the folks that want to self-host are not getting confused by this setup on the pricing page. Maybe they need to do an extra click, but I don't think they're falling off due to it.

On the flip side we might have users that just want free analytics – see Scale Free, assume that's our only free offering and drop off because we have no self-serve way to do that. If I had to pick I'd rather have them go to Cloud first.

Change the self-hosted CTAs to Calendly links so that users can immediately make appointments. I can put language around this if helpful, pulling from the direction the Features page will go.

Our entire sales funnel can benefit from optimizations in how we schedule and segment inbound traffic. The reason I haven't spent a ton of time here yet is because we don't really have clear sales motions yet.

For example, I think the inbound traffic would be immense for Scale Free– but I don't think we're at a point to do anything with those relationships yet because the product is still being developed. My concern is we'd get a lot of inbound volume that we can't do anything with.

Ideally Scale Free turns into a fully self-service experience–

I think a lot of this hinges on the future of Scale Free – when do we think that's going to be a repeatable, productized motion that we can start investing in.

joethreepwood commented 3 years ago

Thanks for the feedback all -- it sounds like we're all mostly aligned, but the timing is tricky. I definitely agree that there's no point driving in loads of sales leads if we're only going to give them a poor experience or can't do anything with them yet.

Then again, from a product marketing perspective it's an odd one to have a clear USP and product niche (open source and self-hosting) but apparently push the opposite of this (cloud) as our main product on a high-traffic page.

@kpthatsme Is there any sort of visibility on when may be a good time to make these changes? Trying to gauge if Scale Free is only a few weeks away or if it's more of a Q4 2022 thing.

In terms of sales flow I'm still keen on finding some optimizations so that we can move away from the current system of emails back and forth. Would it perhaps be worth using the demo flow (which is currently only linked to from the homepage) or setting up some form to gather the info we need so that we can at least triage leads more easily?

kpthatsme commented 3 years ago

Thanks for the feedback all -- it sounds like we're all mostly aligned, but the timing is tricky. I definitely agree that there's no point driving in loads of sales leads if we're only going to give them a poor experience or can't do anything with them yet.

Then again, from a product marketing perspective it's an odd one to have a clear USP and product niche (open source and self-hosting) but apparently push the opposite of this (cloud) as our main product on a high-traffic page.

@kpthatsme Is there any sort of visibility on when may be a good time to make these changes? Trying to gauge if Scale Free is only a few weeks away or if it's more of a Q4 2022 thing.

I don't have specifics on a timeline, I don't think it's quite Q4 2020 but it doesn't feel like we'll have an established, repeatable (i.e. we don't need to spend lots of human time helping with setup) motion until atleast the end of this quarter.

@timgl should be able to give us a definitive answer.

In terms of sales flow I'm still keen on finding some optimizations so that we can move away from the current system of emails back and forth. Would it perhaps be worth using the demo flow (which is currently only linked to from the homepage) or setting up some form to gather the info we need so that we can at least triage leads more easily?

Yes I think there's a lot we can do here. For example, all the emails that comes into sales@ it would be nice to send them through a specific form.

@piemets has been talking about introducing a new CRM – whatever we choose there will serve as the hub for all of this info. Something that sounds exciting to me is for us to work with @piemets, really define the sales funnel (leads --> qualified --> close won/lost, etc) and then also integrate new forms on the homepage with said CRM tool.

Instead of making a 1-off change to this part of the funnel, I'd encourage us to zoom out a bit and think about the system holistically. Imagine on the ops side we take a few sprints this quarter to build our systems out, the eng team takes this window to productize deployments. Then it's simply a matter of connecting all these systems together.

Last piece I will add here is there is still a ton we are discussing re: our focus and strategy – I think everything else falls after that.

@piemets – on our side, you're probably the person dealing with the most pain in this area today. What do you think about the work here and how much would adding some of these systems impact your role in the for seeable 1-3 mos?

kpthatsme commented 3 years ago

Joe one general question I have is where do you see the priority of this stack ranked with other things we could be doing — Specifically from a product marketing lens?

Does this fall near the top of your list? Or are there other things above it?

On Thu, Jun 10, 2021 at 2:58 AM Joe Martin @.***> wrote:

Thanks for the feedback all -- it sounds like we're all mostly aligned, but the timing is tricky. I definitely agree that there's no point driving in loads of sales leads if we're only going to give them a poor experience or can't do anything with them yet.

Then again, from a product marketing perspective it's an odd one to have a clear USP and product niche (open source and self-hosting) but apparently push the opposite of this (cloud) as our main product on a high-traffic page.

@kpthatsme https://github.com/kpthatsme Is there any sort of visibility on when may be a good time to make these changes? Trying to gauge if Scale Free is only a few weeks away or if it's more of a Q4 2022 thing.

In terms of sales flow I'm still keen on finding some optimizations so that we can move away from the current system of emails back and forth. Would it perhaps be worth using the demo flow (which is currently only linked to from the homepage) or setting up some form to gather the info we need so that we can at least triage leads more easily?

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charlescook-ph commented 3 years ago

@piemets – on our side, you're probably the person dealing with the most pain in this area today. What do you think about the work here and how much would adding some of these systems impact your role in the for seeable 1-3 mos?

Systems-wise, I don't think it'll take too much of my time, definitely something I'm happy to work more on. I think we have ok basics in place, so we're not building completely from scratch. Things like moving from emails to forms, getting more structured demo flow in place etc. would take me more on the order of days rather than weeks to implement.

I think in terms of CRM, I was tentatively looking around to see if there are better solutions (there might not be) - for the sake of speed/familiarity, I think we should probably just stick with it for now as it still does 90% of what we need.

My main concern right now is understanding how to identify priority customers and how to filter them through our process, as it's been a bit of a moving target in terms of what questions we should be asking - this is where I particularly need help from you maybe @kpthatsme ?

joethreepwood commented 3 years ago

Joe one general question I have is where do you see the priority of this stack ranked with other things we could be doing — Specifically from a product marketing lens? Does this fall near the top of your list? Or are there other things above it?

Top of my list is building out a positioning framework to guide content and messaging. We're starting to understand the customers' product needs (Use case + Privacy), but from a PRM perspective there's some way to go in making it emotionally resonant. I want to make this my focus in our next sprint, prob working with Phil to get insights I need.

Changes suggested here vary for me in priority. Introducing a form and moving away from email feels like it could create the most value. It means we can ask leads about their use case as they sign up, which gives us insights, helps us experiment and could help @piemets identify focus customers with less manual work.

Clarifying on the pricing page who each product is intended for and nailing that messaging is on my list and important IMHO, but feels like it would have less immediate impact. I could tackle that in a future sprint after we've refreshed the Features page.