What is Pricing Strategy?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 10, 2023

2 minutes

Product Management


Pricing strategy refers to the approach a business takes to set prices for its products or services. It involves analyzing various factors such as production costs, market demand, competition, and customer value perception to determine the most effective and profitable pricing structure.


A well-defined pricing strategy is crucial for the success of a SaaS product. It directly impacts revenue generation, market positioning, and customer perception. An effective pricing strategy can help a company maximize profits, attract and retain customers, and gain a competitive advantage in the market.

How to Use Pricing Strategy

  1. Research and Analysis: Conduct thorough market research to understand customer needs, preferences, and the pricing strategies of competitors. Analyze the costs involved in producing and delivering the SaaS product while considering the value it brings to customers.

  2. Segmentation: Divide the target market into segments based on factors like customer demographics, usage patterns, or willingness to pay. Develop different pricing strategies for each segment, aligning the prices with the perceived value and willingness to pay of each customer group.

  3. Pricing Models: Choose a pricing model that aligns with your business goals and the nature of your SaaS product. Common pricing models include flat-rate pricing, usage-based pricing, tiered pricing, and value-based pricing.

  4. Pricing Tiers and Options: Consider offering different pricing tiers or options that cater to the varying needs and budgets of customers. This allows customers to choose a plan that best suits their requirements, increasing the chances of conversion and customer satisfaction.

  5. Pricing Experiments: Test different pricing strategies and measure their impact on customer acquisition, retention, and revenue. Conduct A/B tests or offer limited-time promotions to gather data and make informed pricing decisions.

Useful Tips

  • Value Communication: Clearly communicate the value proposition of your SaaS product to highlight its unique features, benefits, and competitive advantages. This helps justify the pricing and convinces customers of the value they will receive.

  • Monitor and Adapt: Continuously monitor market trends, customer feedback, and competitors' pricing strategies. Be flexible and willing to adapt your pricing strategy as necessary to stay competitive and meet evolving customer needs.

  • Pricing Psychology: Consider the psychological aspects of pricing, such as anchoring, bundling, or offering discounts. These tactics can influence customers' perception of value and increase the likelihood of purchase.

  • Customer Feedback: Regularly gather feedback from customers regarding pricing and adjust your strategy accordingly. This ensures that your pricing aligns with customer expectations and provides them with the best possible value.

  • Pricing Models
  • Value-based Pricing
  • Tiered Pricing
  • Freemium
  • Cost-plus Pricing
  • Competitive Pricing
  • Penetration Pricing
  • Price Elasticity
  • Price Differentiation
  • Dynamic Pricing


A pricing strategy is a plan or approach used by a company to set the price for its products or services.
Pricing strategy is important as it directly affects a company's revenue and profitability. It helps determine the perceived value of a product and can influence customer buying behavior.
Some common types of pricing strategies include cost-plus pricing, skimming pricing, penetration pricing, value-based pricing, and competitive pricing.
Cost-plus pricing is a strategy where the selling price is determined by adding a markup percentage to the cost of producing a product.
Skimming pricing is a strategy where a company sets a high initial price for a product and then gradually lowers it over time.
Penetration pricing is a strategy where a company sets a low initial price for a new product to attract customers and gain market share.
Value-based pricing is a strategy where the price of a product is based on the perceived value it provides to customers, rather than the cost of producing it.
Competitive pricing is a strategy where a company sets its prices based on the prices of its competitors, aiming to match or beat their prices.
Choosing the right pricing strategy depends on various factors, including the company's goals, target market, competition, and the perceived value of the product.
Yes, a company can use multiple pricing strategies for different products or market segments, based on their individual characteristics and objectives.

Article by

Ruben Buijs

Ruben is the founder of ProductLift. I employ a decade of consulting experience from Ernst & Young to maximize clients' ROI on new Tech developments. I now help companies build better products

Table of contents

  1. Definition
  2. Importance
  3. How to Use Pricing Strategy
  4. Useful Tips
  5. Related Terms

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