{"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\/pt\/blog\/how-to-price-your-memberships-part-3-final-4-considerations\/","title":{"rendered":"Como definir o pre\u00e7o das associa\u00e7\u00f5es (Parte 3): 4 considera\u00e7\u00f5es finais"},"content":{"rendered":"<p>Nas partes um e dois, falamos sobre o <a href=\"https:\/\/memberpress.com\/pt\/2014\/06\/how-to-price-memberships-part-1-the-anchoring-effect\/\">efeito de ancoragem<\/a> e <a href=\"https:\/\/memberpress.com\/pt\/2014\/06\/how-to-price-memberships-part-2-4-important-insights\/\">quatro percep\u00e7\u00f5es importantes<\/a> a considerar ao definir o pre\u00e7o de suas assinaturas de associa\u00e7\u00e3o. Na terceira parte, trazemos mais quatro considera\u00e7\u00f5es que esperamos que o ajudem a encontrar o melhor pre\u00e7o para suas assinaturas. <em>pre\u00e7o perfeito<\/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-6a0f635dce43f\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">O QUE H\u00c1 DENTRO<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Alternar<\/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-6a0f635dce43f\"  \/><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\/pt\/blog\/how-to-price-your-memberships-part-3-final-4-considerations\/#The_Grandfathering_Clause\" >A Cl\u00e1usula de Prote\u00e7\u00e3o aos Direitos 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\/pt\/blog\/how-to-price-your-memberships-part-3-final-4-considerations\/#The_Precision_Effect\" >O efeito da precis\u00e3o<\/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\/pt\/blog\/how-to-price-your-memberships-part-3-final-4-considerations\/#Bundling_Consumption\" >Agrupamento e 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\/pt\/blog\/how-to-price-your-memberships-part-3-final-4-considerations\/#Data-Driven_Price_Changes\" >Mudan\u00e7as de pre\u00e7o orientadas por dados<\/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\/pt\/blog\/how-to-price-your-memberships-part-3-final-4-considerations\/#So_lets_review_and_wrap_things_up\" >Ent\u00e3o, vamos revisar e encerrar o assunto.<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Pronto? Aqui vamos n\u00f3s!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Grandfathering_Clause\"><\/span>A Cl\u00e1usula de Prote\u00e7\u00e3o aos Direitos adquiridos<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u00c0 medida que suas ofertas de assinatura crescem em quantidade e qualidade, chegar\u00e1 um momento em que voc\u00ea precisar\u00e1 aumentar suas taxas de assinatura de associa\u00e7\u00e3o. Nesse momento, recomendamos que voc\u00ea considere a possibilidade de adicionar uma cl\u00e1usula de grandfathering aos seus novos termos e pre\u00e7os.<\/p>\n<p>Uma cl\u00e1usula de grandfathering significa essencialmente que todos os membros existentes e todos os novos membros que se inscreverem antes do aumento das tarifas n\u00e3o ser\u00e3o afetados pelo aumento de pre\u00e7o. Esse m\u00e9todo \u00e9 uma ferramenta altamente poderosa para produtos de compra \u00fanica, mas \u00e9 ainda mais atraente quando usado para ofertas de associa\u00e7\u00e3o, pois significa uma taxa mais baixa para pagamentos recorrentes.<\/p>\n<p>Pessoalmente, tenho v\u00e1rias assinaturas de associa\u00e7\u00e3o como essa no momento. H\u00e1 uma em particular que comprei por $27\/m\u00eas em 2010. A taxa de assinatura de associa\u00e7\u00e3o para esse produto espec\u00edfico est\u00e1 atualmente em cerca de $100\/m\u00eas para novos clientes, mas meu pre\u00e7o permaneceu em $27\/m\u00eas desde o dia em que me inscrevi.<\/p>\n<p>Embora eu n\u00e3o use mais o servi\u00e7o, tenho dificuldade em me convencer a cancelar minha assinatura. E se eu precisar dele no futuro? N\u00e3o quero ter que pagar $100\/m\u00eas de repente!<\/p>\n<p>O efeito de grandfathering aumenta drasticamente suas vendas ao atrair todos os clientes em potencial que estavam em cima do muro, mas tamb\u00e9m incentiva a fidelidade entre sua base de clientes existente. Aqueles que est\u00e3o com voc\u00ea desde o in\u00edcio t\u00eam muito menos probabilidade de sair agora, quando o custo de voltar seria muito maior.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Precision_Effect\"><\/span>O efeito da precis\u00e3o<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>H\u00e1 uma batalha de pre\u00e7os que vem ocorrendo desde o in\u00edcio dos tempos e tem sido a causa de muitos debates: a batalha dos pre\u00e7os terminados em 9 contra os pre\u00e7os terminados em 7.<\/p>\n<p>Mas n\u00e3o se preocupe, caro leitor. Uma pesquisa recente descobriu que n\u00e3o importa necessariamente o n\u00famero final do seu pre\u00e7o, desde que seja um n\u00famero \u00edmpar. Em um <a title=\"Efeito da precis\u00e3o de pre\u00e7o\" href=\"https:\/\/ideas.repec.org\/a\/inm\/ormksc\/v29y2010i1p175-190.html\" target=\"_blank\" rel=\"noopener noreferrer\">Estudo de 2010<\/a> os pesquisadores conclu\u00edram que esses n\u00fameros \u00edmpares indicam mais precis\u00e3o do que um n\u00famero terminado em 0 (ou mesmo um n\u00famero par) e que as pessoas tendem a subestimar n\u00fameros mais precisos:<\/p>\n<blockquote><p>... constatamos que os pre\u00e7os exatos s\u00e3o considerados menores do que os pre\u00e7os arredondados de magnitudes semelhantes. Por exemplo, os participantes desta experi\u00eancia consideraram incorretamente que $395.425 era menor do que $395.000.<\/p><\/blockquote>\n<p>Ent\u00e3o, o pre\u00e7o de $57.81 poderia funcionar para voc\u00ea? Provavelmente melhor do que o pre\u00e7o de $60.00.<\/p>\n<h2>Agrupamento e consumo<\/h2>\n<p>As companhias de cruzeiro fazem isso. As companhias de seguros fazem isso. A Costco definitivamente faz isso. Mas ser\u00e1 que algu\u00e9m que administra um site de associa\u00e7\u00e3o deve fazer isso? O agrupamento pode ser uma \u00f3tima maneira de aumentar as vendas e, quando bem feito, pode ser muito mais eficaz do que tentar encontrar o pre\u00e7o perfeito para cada um de seus produtos individuais. <em>(Entretanto, quando feito de forma incorreta, pode desvalorizar seriamente sua oferta de associa\u00e7\u00e3o e parecer desesperado).<\/em><\/p>\n<p>Oferecer mais valor a seus clientes geralmente \u00e9 uma boa ideia, mas como o agrupamento tem a capacidade de mascarar o custo de cada item individual, \u00e0s vezes ele \u00e9 usado para fins mal\u00e9ficos.<\/p>\n<p>Por exemplo, se voc\u00ea tivesse dois produtos que individualmente custassem $50 e $40, mas os oferecesse como um pacote por $80, seus clientes ficariam entusiasmados com uma pequena redu\u00e7\u00e3o de pre\u00e7o e estariam muito mais inclinados a comprar o pacote.<\/p>\n<p>Mas se voc\u00ea oferecesse os mesmos dois produtos por $100, talvez conseguisse algumas vendas, mas a maioria das pessoas perceberia suas artimanhas obscuras rapidamente - e l\u00e1 se vai sua reputa\u00e7\u00e3o.<\/p>\n<p>Ao agrupar associa\u00e7\u00f5es ou vantagens de associa\u00e7\u00e3o, \u00e9 importante reconhecer que voc\u00ea est\u00e1 lidando com pagamentos recorrentes. Portanto, embora seu associado possa estar obtendo um \u00f3timo neg\u00f3cio, o agrupamento pode criar problemas para voc\u00ea se o valor do pacote n\u00e3o cumprir consistentemente as promessas que voc\u00ea fez.<\/p>\n<p>A ci\u00eancia do consumo e dos produtos recorrentes \u00e9, na verdade, bastante interessante, e eu recomendo fortemente esta leitura sobre os benef\u00edcios e os perigos do <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>Mudan\u00e7as de pre\u00e7o orientadas por dados<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Registrar e analisar dados anal\u00edticos sobre como seus clientes est\u00e3o se comportando \u00e9 importante para o seu neg\u00f3cio, ponto final. Mas, com rela\u00e7\u00e3o aos pre\u00e7os, pode ser uma ferramenta poderosa a ser usada ao tentar determinar se \u00e9 necess\u00e1rio alterar os pre\u00e7os (aumentar ou diminuir ou at\u00e9 mesmo mudar completamente sua oferta).<\/p>\n<p>Por exemplo, imagine que voc\u00ea criou um site de associa\u00e7\u00e3o de tecelagem de cestas que come\u00e7ou com $15\/m\u00eas e percebeu que muitos de seus membros estavam cancelando suas assinaturas ap\u00f3s dois meses, em m\u00e9dia.<\/p>\n<p>Nesse cen\u00e1rio, talvez seja adequado oferecer uma assinatura vital\u00edcia por uma taxa fixa de $45. Dessa forma, voc\u00ea estaria recebendo \"3 meses\" de receita antecipadamente, e seus clientes teriam acesso ilimitado ao conte\u00fado que voc\u00ea j\u00e1 est\u00e1 fornecendo.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"So_lets_review_and_wrap_things_up\"><\/span>Ent\u00e3o, vamos revisar e encerrar o assunto.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Lembre-se de que a precifica\u00e7\u00e3o pode ser complexa e, apesar de muitas pesquisas, ainda \u00e9 uma arte. Entretanto, ao levar em considera\u00e7\u00e3o todos esses m\u00e9todos, teorias, percep\u00e7\u00f5es e efeitos, voc\u00ea poder\u00e1 definir um pre\u00e7o razo\u00e1vel para seu setor e mercado consumidor ideal.<\/p>\n<p>Comece sempre na extremidade inferior do espectro de pre\u00e7os (\u00e9 mil vezes mais f\u00e1cil aumentar seus pre\u00e7os do que diminu\u00ed-los), colete muitos dados e fa\u00e7a ajustes de acordo com os cen\u00e1rios que surgirem.<\/p>\n<p>Esperamos que voc\u00ea tenha achado esta s\u00e9rie \u00fatil e mal podemos esperar para ver as novas e empolgantes ofertas de associa\u00e7\u00e3o que voc\u00ea criar\u00e1 com essas informa\u00e7\u00f5es!<\/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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