Optimizing Pricing & Packaging Through Simplification
Simplifying Pricing to Eliminate Decision Fatigue and Increase eCommerce Sales by 20%
Client Overview
A global training organization with multiple course offerings across the globe. Before the redesign, pricing and packaging were overly complex, creating decision fatigue for customers, loopholes that eroded revenue, and misaligned sales incentives.
The Challenge
The previous pricing model created:
Overwhelming complexity: 4–5 different pricing options left customers confused.
Discount dependency: Sales defaulted to selling packages — locking customers into lower rates without genuine course commitments.
Revenue leakage: Customers exploited a loophole — paying discounted package rates for partial participation while forfeiting the rest.
Misaligned incentives: Sales bonuses rewarded package sales, not actual enrollments, perpetuating short-term wins over long-term revenue integrity.
The organization needed a streamlined model that would simplify decision-making, protect margins, and realign sales behavior with business goals.
My Role & Approach
As Acting Director of Sales, I redesigned the pricing and packaging strategy to:
Simplify choices for customers.
Eliminate loopholes undermining revenue integrity.
Reframe sales incentives toward value-based, long-term customer relationships.
Actions Taken
1. Simplified Pricing Structure
Reduced from 4–5 pricing tiers to just two:
Standard Rate: Higher, flexible, aligned to customer needs.
Package Rate: Discounted, but only with upfront commitments to all courses (no placeholders).
2. Changed Sales Approach
Directed the team to lead with the Standard Rate by default, offering the Package Rate only when a customer committed to all courses up front.
Ensured customers who chose packages were genuinely committing to the full program, eliminating forfeited-value loopholes.
3. Incentive Alignment
Adjusted sales incentives to reward actual enrollments rather than package sales alone.
4. Reduced Decision Fatigue
With only two options, customers were able to make quicker, more confident purchasing decisions.
Results
+20% increase in eCommerce sales.
Improved revenue integrity by eliminating loopholes.
Better customer experience — clear options with aligned expectations.
Sales team shifted to value-based conversations instead of defaulting to discounts.
Key Takeaway
Simplifying pricing not only increases sales but also improves the integrity of your revenue and the customer experience — especially when supported by aligned sales incentives.
Work With Us
If your pricing structure is causing confusion or eroding margins, simplifying the options and aligning them with clear customer commitments can unlock higher sales and more satisfied clients. Partner with Shayna to simplify and optimize your pricing offerings.