Hi Kevin (nice name by the way!),
I looked at your website to see if I could better understand what tier you were having difficulty selling and I was confronted with 17 (!) options.
I like that you’re encouraging people to commit for longer periods, but what I am experiencing is an overwhelm of options and therefore analysis paralysis.
Looking at this makes me think very long and hard about what tier to choose, but then also for how long I should commit. Two tough choices right there. This can make people not choose anything. If you want the science behind this thinking, read The Paradox of Choice or watch this TED video for the gist: https://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice. But I am sure you can imagine the concept: too many choices means people don’t make any.
I would limit the options significantly and throw your best features into one flexible plan at each tier. You only want people to stay in your workspace if they want to be there anyway, so you might as well make one very big compelling option at each tier with flexible terms built-in.
I’m sure we could drill down on whether you should have a 5-day and 10-day plan etc. (I think it’s too granular), but suffice it to say, my advice is to limit options to no more than 5 (ideally 3 tiers) and you should see significant improvement in conversions.
Your intentions are good (give members ultimate choice and control over what they use) but it has the opposite effect in nearly all industries and scenarios I’ve encountered it.
Hope this helps!
Kevin Whelan, Workspace Marketing Consultant
On Friday, January 19, 2018 at 2:25:26 PM UTC-5, Kevin Haggerty wrote:
At the beginning of November, Cowork Gloucester VA officially launched (in Gloucester, Virginia – 30 min from Williamsburg and an hour from Va Beach) and we hit ground the running with no looking back!
So far, we’ve been extremely blessed to have already rented out all three of our private offices. We also have secured two part-time members ($90/month for 10 days of access to the shared workspace and conference/meeting rooms) and six community members (access to consulting, network of members, online resources + one day per month of access to the coworking space for $30/month).
That said, we are not getting any day pass or conference room rentals, and we’re having a hard time selling memberships to the in-between levels (not introductory/community, but not private office either – the in-between).
I’d be interested in hearing from any of you who have had success with this sort of problem as far as what you did and how you approached it.
P.S. I’m hugely thankful for this group. Without it, and without the input of many of you, we likely never would have launched. Best Google Group ever!