Chapter 6
Diagnose the result before changing price
Turn diagnose the result before changing price into a defensible pricing decision in 45–60 minutes, with explicit assumptions and a measurable test—without changing price when the real problem is traffic, message, trust, or checkout.
What you’ll get
- Primary pricing decision: Interpret common patterns.
- Working calculation: Change one meaningful variable.
- Exit signal: one stable price hypothesis with a written change rule.
Before you begin
Bring the exact package, current costs, expected support, buyer alternatives, and available funnel data. Set a 45–60 minutes timer. Keep facts, estimates, and assumptions in separate columns.
Conversion checkpoint
Price is interpreted with the promise, proof, alternatives, and checkout experience. Do not read low sales as a price problem until you have enough qualified visits and can see where the buyer path loses momentum.
Interpret common patterns
| Pattern | Do not assume | Investigate |
|---|---|---|
| Few qualified visits | Price is wrong | Audience reach and traffic source |
| Visits, little page engagement | Price is too high | First-screen relevance and clarity |
| Product interest, no checkout | Discount is required | Proof, package, objections, trust, price |
| Checkout starts, few completions | Demand is absent | Payment, fees, friction, trust, technical errors |
| Sales, high refunds/support | Launch succeeded | Audience fit, promise, delivery, product quality |
| Sales, weak contribution | More volume fixes it | Price, costs, commissions, support model |
Change one meaningful variable
If you lower the price and add several bonuses while changing the headline, you cannot tell what caused the result. Keep a test log with date, audience, traffic source, package, page version, price, and outcome.
Finish line
- The priced package and boundaries are explicit.
- Costs and assumptions are visible.
- The test changes only one meaningful variable.
- The next price change has a reason and decision rule.
