Pricing is a business decision, not a funnel trick. The price must work for the buyer, the offer and the economics of acquiring and serving customers.
Understand the alternatives
Buyers compare your offer with competitors, substitutes, doing nothing and doing it themselves.
Know delivery economics
Account for product costs, payment fees, support, fulfillment, refunds and acquisition costs.
Match positioning
Price affects expectations and the type of sales process required.
Test responsibly
When testing prices, keep the offer and traffic context in mind so you know what changed.
Explain commercial terms
Make recurring charges, trials, financing and cancellation conditions visible and understandable.