What a competitor’s pricing page actually tells you

Competitor pricing pages are read for their numbers. The numbers are usually the least informative thing on them.

4 min read
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Most competitive pricing analysis collects prices. This is understandable and largely wasted effort, because a competitor’s headline price is the one piece of information on the page you can be least confident about — it may be aspirational, heavily discounted in practice, or a deliberate anchor for something else. The structural choices around the price are harder to fake, and considerably more revealing. What they have chosen to charge for The unit of sale encodes a view about what customers value and how the business believes its costs behave. Charging…

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