EdTech / LMS
Overlapping tiers buyers couldn't tell apart became clear, value-differentiated ones, lifting ASP 17%.
The challenge
Free-trial conversion was low and time-to-value was long. The pricing page showed three tiers with overlapping feature sets buyers could not differentiate. Average sales price had been flat for 18 months for fear of churn, and a large cohort of power users sat on the lowest tier generating no expansion revenue.
The approach
Each step below is a step of PROFIT+, named so you can see which part of the method did the work.
- Research
Redesigned the trial journey to accelerate time-to-value using product usage data to find the activation moment.
- Optimise
Restructured tier packaging to create clear, non-overlapping value differentiation.
- Optimise
Moved three features power users valued — advanced analytics, custom branding and API access — into higher tiers.
- Implement
Introduced targeted price increases for new customers only, with social proof to reduce friction.
The outcome
- 17% increase in average sales price within two pricing cycles.
- Power-user cohort migrated to higher tiers, increasing expansion MRR.
- No material increase in churn.
In one line
An EdTech client increased average sales price by 17% — not by raising prices arbitrarily, but by aligning packaging to what different segments truly valued.
Relevant to Product teams · EdTech / Learning Management
Could this be your pricing?
Most of these outcomes started with one 30-minute call and a look at the price card.
More work
All case studiesA product-market-pricing fit crisis turned into 106% ARR growth by re-anchoring the price to fundraising outcomes.
One pricing tier for everyone became three, aligned to value, adding $4.5M ARR from existing customers.
Market entry rebuilt on localised willingness-to-pay after a flat currency conversion stalled early sales.