{"id":3798,"date":"2014-06-17T19:52:40","date_gmt":"2014-06-17T19:52:40","guid":{"rendered":"https:\/\/memberpress.com\/?p=3798"},"modified":"2020-09-18T15:02:38","modified_gmt":"2020-09-18T21:02:38","slug":"how-to-price-your-memberships-part-3-final-4-considerations","status":"publish","type":"post","link":"https:\/\/memberpress.com\/es\/blog\/how-to-price-your-memberships-part-3-final-4-considerations\/","title":{"rendered":"C\u00f3mo fijar el precio de las afiliaciones (3\u00aa parte): Las 4 consideraciones finales"},"content":{"rendered":"<p>En las partes primera y segunda hablamos de la <a href=\"https:\/\/memberpress.com\/es\/2014\/06\/how-to-price-memberships-part-1-the-anchoring-effect\/\">efecto de anclaje<\/a> y <a href=\"https:\/\/memberpress.com\/es\/2014\/06\/how-to-price-memberships-part-2-4-important-insights\/\">cuatro ideas importantes<\/a> que debe tener en cuenta a la hora de fijar el precio de sus suscripciones. En la tercera parte le traemos otras cuatro consideraciones que esperamos le ayuden a encontrar el <em>precio perfecto<\/em>.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6a0f6d3e893d8\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">QU\u00c9 HAY DENTRO<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a0f6d3e893d8\"  \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/memberpress.com\/es\/blog\/how-to-price-your-memberships-part-3-final-4-considerations\/#The_Grandfathering_Clause\" >La cl\u00e1usula de derechos adquiridos<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/es\/blog\/how-to-price-your-memberships-part-3-final-4-considerations\/#The_Precision_Effect\" >El efecto de la precisi\u00f3n<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/memberpress.com\/es\/blog\/how-to-price-your-memberships-part-3-final-4-considerations\/#Bundling_Consumption\" >Agrupaci\u00f3n y consumo<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/memberpress.com\/es\/blog\/how-to-price-your-memberships-part-3-final-4-considerations\/#Data-Driven_Price_Changes\" >Cambios de precios basados en datos<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/memberpress.com\/es\/blog\/how-to-price-your-memberships-part-3-final-4-considerations\/#So_lets_review_and_wrap_things_up\" >As\u00ed que repasemos y concluyamos.<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>\u00bfPreparados? \u00a1All\u00e1 vamos!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Grandfathering_Clause\"><\/span>La cl\u00e1usula de derechos adquiridos<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A medida que sus ofertas de suscripci\u00f3n crezcan tanto en cantidad como en calidad, llegar\u00e1 un momento en que necesitar\u00e1 aumentar sus tarifas de suscripci\u00f3n. En ese momento, le animamos a que considere la posibilidad de a\u00f1adir una cl\u00e1usula de antig\u00fcedad a sus nuevas condiciones y precios.<\/p>\n<p>Una cl\u00e1usula de derechos adquiridos significa esencialmente que todos los afiliados actuales y los nuevos que se inscriban antes de que suban las tarifas no se ver\u00e1n afectados por la subida de precios. Este m\u00e9todo es una herramienta muy poderosa para los productos de compra \u00fanica, pero es a\u00fan m\u00e1s atractivo cuando se utiliza para las ofertas de afiliaci\u00f3n, ya que significa una tarifa m\u00e1s baja para los pagos recurrentes.<\/p>\n<p>Personalmente, ahora mismo tengo varias suscripciones de este tipo. Hay una en particular que compr\u00e9 por $27\/mes en 2010. La tarifa de suscripci\u00f3n para este producto en particular es actualmente de unos $100\/mes para los nuevos clientes, pero mi precio se ha mantenido en $27\/mes desde el d\u00eda en que me inscrib\u00ed.<\/p>\n<p>Aunque ya no uso mucho el servicio, me cuesta convencerme de que debo cancelar mi suscripci\u00f3n. \u00bfY si lo necesito m\u00e1s adelante? No quiero tener que pagar de repente $100\/mes.<\/p>\n<p>El efecto de antig\u00fcedad aumenta dr\u00e1sticamente sus ventas al atraer a todos esos clientes potenciales que se han quedado indecisos, pero tambi\u00e9n fomenta la fidelidad entre su base de clientes actual. Los que han estado con usted desde el principio son mucho menos propensos a irse ahora que el coste de volver ser\u00eda mucho mayor.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Precision_Effect\"><\/span>El efecto de la precisi\u00f3n<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Hay una batalla de precios que se ha librado desde el principio de los tiempos y que ha sido motivo de muchos debates: la batalla de los precios acabados en 9 frente a los acabados en 7.<\/p>\n<p>Pero no se preocupe, querido lector. Una investigaci\u00f3n reciente ha descubierto que no importa necesariamente en qu\u00e9 n\u00famero termine tu precio, siempre que sea impar. En un <a title=\"Precio Efecto de precisi\u00f3n\" href=\"https:\/\/ideas.repec.org\/a\/inm\/ormksc\/v29y2010i1p175-190.html\" target=\"_blank\" rel=\"noopener noreferrer\">Estudio de 2010<\/a> los investigadores llegaron a la conclusi\u00f3n de que estos n\u00fameros impares indican m\u00e1s precisi\u00f3n que un n\u00famero acabado en 0 (o incluso que un n\u00famero par) y que la gente tiende a subestimar los n\u00fameros m\u00e1s precisos:<\/p>\n<blockquote><p>\u2026 we find that precise prices are judged to be smaller than round prices of similar magnitudes. For example, participants in this experiment incorrectly judged $395,425 to be smaller than $395,000.<\/p><\/blockquote>\n<p>Entonces, \u00bfpodr\u00eda funcionarle un precio de $57,81? Probablemente mejor que un precio de $60,00.<\/p>\n<h2>Agrupaci\u00f3n y consumo<\/h2>\n<p>Las compa\u00f1\u00edas de cruceros lo hacen. Las compa\u00f1\u00edas de seguros lo hacen. Costco sin duda lo hace. Pero, \u00bfdeber\u00eda hacerlo alguien que gestiona un sitio web de socios? La venta por paquetes puede ser una forma estupenda de aumentar las ventas y, si se hace bien, puede ser mucho m\u00e1s eficaz que intentar encontrar el precio perfecto para cada uno de los productos por separado. <em>(Sin embargo, si se hace mal, puede devaluar seriamente su oferta de afiliaci\u00f3n y parecer desesperada).<\/em><\/p>\n<p>Ofrecer m\u00e1s valor a sus clientes suele ser una buena idea, pero como la agrupaci\u00f3n tiene la capacidad incorporada de enmascarar el coste de cada art\u00edculo individual, a veces se utiliza para hacer el mal.<\/p>\n<p>Por ejemplo, si tuviera dos productos que individualmente costaran $50 y $40, pero los ofreciera en un paquete por $80, sus clientes estar\u00edan encantados con una ligera rebaja del precio y se sentir\u00edan mucho m\u00e1s inclinados a comprar el paquete.<\/p>\n<p>Pero si ofrecieras los mismos dos productos por $100, puede que hicieras algunas ventas, pero la mayor\u00eda de la gente se dar\u00eda cuenta r\u00e1pidamente de tus turbias maniobras, y adi\u00f3s reputaci\u00f3n.<\/p>\n<p>Al agrupar afiliaciones o ventajas de afiliaci\u00f3n, es importante tener en cuenta que se trata de pagos recurrentes. Por lo tanto, aunque el afiliado reciba una gran oferta, la agrupaci\u00f3n puede crearle problemas si el valor del paquete no cumple sistem\u00e1ticamente las promesas que hizo.<\/p>\n<p>La ciencia del consumo y los productos recurrentes es en realidad bastante interesante, y recomiendo encarecidamente esta lectura sobre los beneficios y peligros de la <a href=\"http:\/\/hbr.org\/2002\/09\/pricing-and-the-psychology-of-consumption\/ar\/1\">Harvard Business Review<\/a>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Data-Driven_Price_Changes\"><\/span>Cambios de precios basados en datos<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Registrar y revisar los datos anal\u00edticos sobre el comportamiento de sus clientes es importante para su negocio, y punto. Pero en el caso de los precios, puede ser una herramienta poderosa para determinar si es necesario cambiarlos (subirlos, bajarlos o incluso cambiarlos por completo).<\/p>\n<p>Por ejemplo, imag\u00ednese que ha creado un sitio web de afiliaci\u00f3n de cester\u00eda que empez\u00f3 costando $15 al mes, y se ha dado cuenta de que muchos de sus miembros cancelaban sus suscripciones al cabo de dos meses de media.<\/p>\n<p>En este caso, podr\u00eda ser conveniente ofrecer una suscripci\u00f3n de por vida por una tarifa plana de $45 . De esta forma, recibir\u00edas \"3 meses\" de ingresos por adelantado y tus clientes tendr\u00edan acceso ilimitado al contenido que ya est\u00e1s ofreciendo.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"So_lets_review_and_wrap_things_up\"><\/span>As\u00ed que repasemos y concluyamos.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Recuerde que la fijaci\u00f3n de precios puede ser compleja y, a pesar de las numerosas investigaciones, sigue siendo un arte. Sin embargo, si tiene en cuenta todos estos m\u00e9todos, teor\u00edas, ideas y efectos, deber\u00eda poder fijar un precio razonable para su sector y su mercado de consumo ideal.<\/p>\n<p>Empiece siempre por el extremo inferior de la gama de precios (es mil veces m\u00e1s f\u00e1cil subirlos que bajarlos), recopile muchos datos y aj\u00fastelos en funci\u00f3n de los escenarios que se le presenten.<\/p>\n<p>Esperamos que esta serie le haya resultado \u00fatil y estamos impacientes por ver las nuevas e interesantes ofertas de afiliaci\u00f3n que crear\u00e1 con esta informaci\u00f3n.<\/p>","protected":false},"excerpt":{"rendered":"<p>In parts one and two we talked about the anchoring effect and four important insights to consider when pricing your membership subscriptions. In part three we\u2019re bringing you four more considerations that we hope will help you find the perfect price. Ready? Here we go! The Grandfathering Clause As your subscription offerings grow in both 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