{"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\/fr\/blog\/how-to-price-your-memberships-part-3-final-4-considerations\/","title":{"rendered":"Comment fixer le prix des adh\u00e9sions (3\u00e8me partie) : Les 4 derni\u00e8res consid\u00e9rations"},"content":{"rendered":"<p>Dans les parties 1 et 2, nous avons parl\u00e9 de la <a href=\"https:\/\/memberpress.com\/fr\/2014\/06\/how-to-price-memberships-part-1-the-anchoring-effect\/\">effet d'ancrage<\/a> et <a href=\"https:\/\/memberpress.com\/fr\/2014\/06\/how-to-price-memberships-part-2-4-important-insights\/\">quatre id\u00e9es importantes<\/a> \u00e0 prendre en compte lorsque vous fixez le prix de vos abonnements. Dans la troisi\u00e8me partie, nous vous pr\u00e9sentons quatre autres consid\u00e9rations qui, nous l'esp\u00e9rons, vous aideront \u00e0 trouver le meilleur prix pour vos abonnements. <em>prix parfait<\/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-6a0f6d598f4e6\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">CE QU'IL Y A \u00c0 L'INT\u00c9RIEUR<\/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-6a0f6d598f4e6\"  \/><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\/fr\/blog\/how-to-price-your-memberships-part-3-final-4-considerations\/#The_Grandfathering_Clause\" >La clause d'ant\u00e9riorit\u00e9<\/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\/fr\/blog\/how-to-price-your-memberships-part-3-final-4-considerations\/#The_Precision_Effect\" >L'effet de pr\u00e9cision<\/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\/fr\/blog\/how-to-price-your-memberships-part-3-final-4-considerations\/#Bundling_Consumption\" >Regroupement et consommation<\/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\/fr\/blog\/how-to-price-your-memberships-part-3-final-4-considerations\/#Data-Driven_Price_Changes\" >Modifications de prix bas\u00e9es sur des donn\u00e9es<\/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\/fr\/blog\/how-to-price-your-memberships-part-3-final-4-considerations\/#So_lets_review_and_wrap_things_up\" >Faisons donc le point et concluons.<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Pr\u00eat ? C'est parti !<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Grandfathering_Clause\"><\/span>La clause d'ant\u00e9riorit\u00e9<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Au fur et \u00e0 mesure que vos offres d'abonnement augmentent en quantit\u00e9 et en qualit\u00e9, il arrivera un moment o\u00f9 vous devrez augmenter vos tarifs d'abonnement. \u00c0 ce moment-l\u00e0, nous vous encourageons \u00e0 envisager d'ajouter une clause de maintien des droits acquis \u00e0 vos nouvelles conditions et \u00e0 vos nouveaux prix.<\/p>\n<p>Une clause de maintien des droits acquis signifie essentiellement que tous vos membres existants et tous les nouveaux membres qui s'inscrivent avant l'augmentation de vos tarifs ne seront pas affect\u00e9s par la hausse des prix. Cette m\u00e9thode est un outil tr\u00e8s puissant pour les produits \u00e0 achat unique, mais elle est encore plus attrayante lorsqu'elle est utilis\u00e9e pour les offres d'adh\u00e9sion, car elle permet d'obtenir un tarif plus bas pour les paiements r\u00e9currents.<\/p>\n<p>Personnellement, j'ai plusieurs abonnements de ce type en ce moment. Il y en a un en particulier que j'ai achet\u00e9 pour $27\/mois en 2010. Le tarif de l'abonnement pour ce produit particulier est actuellement d'environ $100\/mois pour les nouveaux clients, mais mon prix est rest\u00e9 \u00e0 $27\/mois depuis le jour o\u00f9 je me suis inscrit.<\/p>\n<p>M\u00eame si je n'utilise plus beaucoup le service, j'ai du mal \u00e0 me convaincre de r\u00e9silier mon abonnement. Et si j'en ai besoin plus tard ? Je ne veux pas avoir \u00e0 payer soudainement $100\/mois !<\/p>\n<p>L'effet des droits acquis augmente consid\u00e9rablement vos ventes en attirant tous les clients potentiels qui h\u00e9sitaient, mais il encourage \u00e9galement la loyaut\u00e9 de votre client\u00e8le existante. Ceux qui vous suivent depuis le d\u00e9but sont beaucoup moins susceptibles de vous quitter maintenant, alors que le co\u00fbt de leur retour serait bien plus \u00e9lev\u00e9.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Precision_Effect\"><\/span>L'effet de pr\u00e9cision<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Il existe une bataille des prix qui dure depuis la nuit des temps et qui a fait l'objet de nombreux d\u00e9bats : la bataille des prix se terminant par 9 contre les prix se terminant par 7.<\/p>\n<p>Mais ne vous inqui\u00e9tez pas, cher lecteur. Des recherches r\u00e9centes ont r\u00e9v\u00e9l\u00e9 que le num\u00e9ro de votre prix n'a pas n\u00e9cessairement d'importance, tant qu'il s'agit d'un nombre impair. Dans un <a title=\"Prix Pr\u00e9cision Effet\" href=\"https:\/\/ideas.repec.org\/a\/inm\/ormksc\/v29y2010i1p175-190.html\" target=\"_blank\" rel=\"noopener noreferrer\">\u00c9tude 2010<\/a> ont conclu que ces nombres impairs indiquent une plus grande pr\u00e9cision qu'un nombre se terminant par 0 (ou m\u00eame un nombre pair) et que les gens ont tendance \u00e0 sous-estimer les nombres plus pr\u00e9cis :<\/p>\n<blockquote><p>... nous constatons que les prix pr\u00e9cis sont jug\u00e9s plus petits que les prix ronds d'une valeur similaire. Par exemple, les participants \u00e0 cette exp\u00e9rience ont jug\u00e9 \u00e0 tort que $395,425 \u00e9tait plus petit que $395,000.<\/p><\/blockquote>\n<p>Un prix de $57.81 pourrait-il vous convenir ? Probablement mieux qu'un prix de $60.00.<\/p>\n<h2>Regroupement et consommation<\/h2>\n<p>Les compagnies de croisi\u00e8re le font. Les compagnies d'assurance le font. Costco le fait sans aucun doute. Mais une personne qui g\u00e8re un site d'adh\u00e9sion doit-elle le faire ? L'offre group\u00e9e peut \u00eatre un excellent moyen de stimuler les ventes et, lorsqu'elle est bien faite, elle peut \u00eatre beaucoup plus efficace que d'essayer de trouver le prix parfait pour chacun de vos produits. <em>(Toutefois, si elle est mal faite, elle peut s\u00e9rieusement d\u00e9valoriser votre offre d'adh\u00e9sion et donner l'impression d'\u00eatre d\u00e9sesp\u00e9r\u00e9e).<\/em><\/p>\n<p>Offrir plus de valeur \u00e0 vos clients est g\u00e9n\u00e9ralement une bonne id\u00e9e, mais comme la vente group\u00e9e permet de masquer le co\u00fbt de chaque article, elle est parfois utilis\u00e9e \u00e0 des fins malveillantes.<\/p>\n<p>Par exemple, si vous avez deux produits qui co\u00fbtent individuellement $50 et $40, mais que vous les proposez en offre group\u00e9e pour $80, vos clients seront ravis d'une l\u00e9g\u00e8re baisse de prix et seront beaucoup plus enclins \u00e0 acheter l'offre group\u00e9e.<\/p>\n<p>Mais si vous proposez les deux m\u00eames produits pour $100, vous ferez peut-\u00eatre quelques ventes, mais la plupart des gens se rendront vite compte de vos manigances - et votre r\u00e9putation en prendra un coup.<\/p>\n<p>Lorsque vous regroupez des adh\u00e9sions ou des avantages li\u00e9s \u00e0 l'adh\u00e9sion, il est important de savoir qu'il s'agit de paiements r\u00e9currents. Ainsi, m\u00eame si votre adh\u00e9rent fait une bonne affaire, l'offre group\u00e9e peut vous poser des probl\u00e8mes si la valeur de l'offre group\u00e9e n'est pas toujours \u00e0 la hauteur des promesses que vous avez faites.<\/p>\n<p>La science de la consommation et des produits r\u00e9currents est en fait tr\u00e8s int\u00e9ressante, et je recommande vivement cette lecture sur les avantages et les dangers de la consommation d'alcool. <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>Modifications de prix bas\u00e9es sur des donn\u00e9es<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>L'enregistrement et l'examen des donn\u00e9es analytiques sur le comportement de vos clients sont importants pour votre entreprise, un point c'est tout. Mais dans le cas de la tarification, il peut s'agir d'un outil puissant \u00e0 utiliser pour d\u00e9terminer si un changement de prix (augmentation ou diminution, voire modification compl\u00e8te de l'offre) est n\u00e9cessaire.<\/p>\n<p>Imaginons par exemple que vous ayez cr\u00e9\u00e9 un site de tissage de paniers pour $15\/mois et que vous ayez remarqu\u00e9 que de nombreux membres annulaient leur abonnement au bout de deux mois en moyenne.<\/p>\n<p>Dans ce cas, vous pourriez proposer un abonnement \u00e0 vie pour un montant forfaitaire de $45. De cette fa\u00e7on, vous recevriez \"3 mois\" de revenus d'avance et vos clients auraient un acc\u00e8s illimit\u00e9 au contenu que vous fournissez d\u00e9j\u00e0.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"So_lets_review_and_wrap_things_up\"><\/span>Faisons donc le point et concluons.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>N'oubliez pas que la fixation des prix peut \u00eatre complexe et que, malgr\u00e9 de nombreuses recherches, cela reste un art. Toutefois, en tenant compte de toutes ces m\u00e9thodes, th\u00e9ories, id\u00e9es et effets, vous devriez \u00eatre en mesure de fixer un prix raisonnable pour votre secteur d'activit\u00e9 et votre march\u00e9 de consommateurs id\u00e9al.<\/p>\n<p>Commencez toujours par le bas de l'\u00e9chelle des prix (il est mille fois plus facile d'augmenter vos prix que de les baisser), recueillez beaucoup de donn\u00e9es et ajustez-les en fonction des sc\u00e9narios qui se pr\u00e9sentent \u00e0 vous.<\/p>\n<p>Nous esp\u00e9rons que cette s\u00e9rie vous a \u00e9t\u00e9 utile et nous sommes impatients de voir les nouvelles offres d'adh\u00e9sion passionnantes que vous mettrez en place gr\u00e2ce \u00e0 ces informations !<\/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 [\u2026]<\/p>\n","protected":false},"author":1,"featured_media":15926,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"content-sidebar","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[69,102,121],"tags":[129,126,123],"class_list":{"0":"post-3798","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-advice","8":"category-monetization","9":"category-pricing","10":"tag-membership-price","11":"tag-neuromarketing","12":"tag-price-frame","13":"entry"},"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- 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