Setting a price by gut feel leaves money on the table in both directions. The Van Westendorp price sensitivity survey is the classic way to replace the guess with data — and Subo adds a twist that lifts completion: it calculates each respondent’s personal price sweet spot live and shows it to them.
Instead of the loaded “what would you pay?” (which everyone lowballs), it brackets the price from four angles — the point where it’s too cheap to trust, a bargain, getting expensive, and too expensive to consider. Those four framings cancel each other’s bias, and where their cumulative curves cross gives you a defensible price range and an optimal price point.
The live sweet spot
Every respondent enters four numbers; a calculated field averages the two that matter into “your personal sweet spot is about $X/month” and pipes it straight into the closing message. It’s a real, personal payoff — the survey feels like a tool, not an extraction — and it’s a live demonstration of Subo’s calculated fields, a feature almost nobody discovers on their own.
Variants
- Annual or one-time pricing: reword the prompts; the calculation is unit-agnostic.
- Tiered products: clone once per tier and compare sweet spots across segments.
- Soft pre-sell: add a “would you pay that today?” question to turn the read into a signal.
- Aggregate analysis: export the four columns and plot the full Van Westendorp curves for the real decision.