Survey · Marketing
Pricing survey template
Focuses on how the price is presented and judged rather than on the number alone. People who found the pricing confusing are asked exactly what was hard to work out, anyone who thinks it's too high is asked what would make it worth paying, and everyone says what they compared you with.
Try it live
Try it as a respondent
Every question, and where it leads
The conversation
What a respondent is asked, in order.
We're reviewing how we price and explain what we sell. Could you give us three minutes?
Where are you with us right now?
When you first saw our price, what was your reaction?
How easy was it to work out what you would pay?
What was hard to work out? Pick all that apply.
For what you get, how does the price feel?
What would need to change for the price to feel worth it?
What did you compare our price with? Pick all that apply.
How did we look next to the option you compared us with most closely?
What most makes a price feel fair to you? Put the biggest first.
Which way of pricing would suit you best?
Anything else about our pricing we should know?
Ends with
Thank you, that's a real help
The flow
Where each answer leads. Every route here is editable once the form is yours.
Single select
Single select
Opinion scale
Multi select
Single select
Long text
Multi select
Long text
Ranking
Single select
Long text
What this template uses
- Single select
- Opinion scale
- Multi select
- Long text
- Ranking
- 7 branches
Questions to consider
- Is the problem the price itself, or how it's explained? This survey is strongest on the second, so pair it with a separate price test if you need a number.
- Which page or quote should people have in mind? Link to it in the greeting so everyone judges the same thing.
- Do you want to hear from people who chose a competitor? They are often the most useful and the hardest to reach.
- What will you actually be able to change: the price, the options you offer or just the wording?
How to use the responses
Split the results by the first answer, because current customers, lost customers and prospects judge price from different places. If many people couldn't tell what it would cost, fix the pricing page before touching the numbers, and use the list of what was hard to work out as your to-do list. Read the worth-it answers next to the comparisons: they often point to a missing or badly explained feature rather than a price that is simply too high.
How to customize and share it
- 1Edit the confusing options to match how you really charge, such as per seat, per order or per visit.
- 2Replace the fairness ranking items with things you could realistically change or promise.
- 3Send it separately to customers, lapsed customers and prospects, or add a hidden field to each link so you can filter the results.
Frequently asked questions
What questions should a pricing survey include?
Ask how clear the price is, what was hard to understand, whether it feels fair for what's included and what people compared it with. Ask lapsed customers and lost prospects as well as current ones.
What's the difference between a pricing survey and a price sensitivity survey?
A price sensitivity survey asks at what prices something feels cheap or too expensive, to find an acceptable range. A pricing survey like this one looks at how people read and judge the price you already show them.
Should I ask people directly what they would pay?
A single "what would you pay?" question tends to get low answers. Asking about clarity, value and comparisons tells you more about why people hesitate.
How many people do I need for a pricing survey?
Enough from each group you care about to see a pattern. Read the open answers too, since a handful of clear complaints about hidden fees can matter more than the averages.