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Pricing survey template

Test a price change with customers, before you announce it

Four questions for paying customers: how fair your price is for the value, what they would do after a 10% increase, what would make a higher price worth it and what is confusing. Usertick reads every written answer and groups the confusion by theme.

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What this pricing survey tells you

A pricing survey asks paying customers how they see your price before you change it. This template asks how fair the price is for the value on a 1 to 10 scale, what they would most likely do if it went up by 10%, what would make a higher price worth it, from more seats to faster support, and whether anything about your pricing is confusing. It takes about a minute.

It is written for an email to paying customers in the weeks before a price change, sent to a list now or scheduled up to 30 days ahead. The same survey runs at a link you share in your account emails, or as a popup in your web app for signed-in customers on the billing page.

Results shows the average fairness with a column per step, the share of each reaction to an increase, bars for what would justify paying more, and every written answer with its theme, each against the period before. Select Stop using it to see how fair those customers find the price today and what would change their mind.

In an emailAs a linkOn your websiteAs a conversation
Questions
4
Time to answer
About a minute
Written for
An email to paying customers before a price change
Plans
Every plan, the free plan included

See it on every channel

The same template on your website, behind a link, in an email and as a conversation.

In an email

Send it from Usertick to a contact list, and a button in the email opens the survey on its own page. Usertick sends 50 emails a month on the free plan, or connect your own sender.

The 4 questions, one by one

What each question asks, why it is there, what it shows you and what to change.

Question 1 of 4 · Big scale

How fair is our price for the value you get?

Why ask it
Customers judge a price against what they get. Asking about fairness for the value shows how much room there is before a change.
What you learn
The average and a column per step from 1 to 10, against the period before. Select the low steps to read what those customers find confusing.
Make it yours
Ask it again after the change, with the same wording, to see whether fairness held.
Question 2 of 4 · Multiple choice

If our price went up by 10%, what would you most likely do?

Why ask it
A concrete increase makes the answer real. The four reactions separate customers who stay, those who would start looking, those who would move down a plan and those who would leave.
What you learn
A donut with the share of each reaction, against the period before. Select Use it but look for alternatives to see what would make a higher price worth it to those customers.
Make it yours
Change 10% to the increase you are considering, and keep the four reactions as they are.
Question 3 of 4 · Multiple choice · Optional

What would make a higher price worth it?

Why ask it
Customers who would pay more tell you what to add with the new price: seats, faster support, reporting or integrations. Nothing is a real answer too.
What you learn
Bars with the share and count of each option, since customers can pick several, with typed Other answers listed. Select Nothing to see how fair those customers find the price today.
Make it yours
List only what you could add with the new price, and replace the examples with your own plan features.
Question 4 of 4 · Text · Optional

Is anything about our pricing confusing?

Why ask it
Confusing pricing leads to surprise invoices and support requests. Asking directly finds the line customers misread.
What you learn
Each answer with its sentiment and theme, filterable by theme, with up to 8 themes and their trends.
Make it yours
Keep it optional, and fix the most common confusion before you announce any change.

What the answers show

Results turns each question into numbers you can follow week by week.

If our price went up by 10%, what would you most likely do?

The share of each answer with its count. Select an answer to narrow the whole page to those people and read what else they said.

What would make a higher price worth it?

The share of each answer with its count. Select an answer to narrow the whole page to those people and read what else they said.

Every written answer, read for you

Each answer arrives with its category, theme, type and urgency, so the urgent ones reach your team first.

Use this template in four steps

From the template to the first answers.

  1. 1

    Open the template

    Sign up free and pick Price perception in the template gallery. It opens in a matching style, ready to change.

  2. 2

    Make the questions yours

    Reword any question, change the options, and add logic or more questions.

  3. 3

    Choose where it runs

    Show it on your website, send it by email, share its link and QR code, or switch it to a conversation.

  4. 4

    Publish and read the answers

    Answers arrive in Results and the inbox as people send them, each written one read and filed by Usertick.

Tips for this survey

Small choices that keep people answering and the answers useful.

  1. 01

    Ask before you decide

    Send it while the change is still a proposal, so the answers can shape the increase, the timing and what comes with it.

  2. 02

    Ask paying customers only

    Send it to customers on a paid plan, and give each plan its own copy when prices differ by plan.

  3. 03

    Compare plans and segments

    Add a question that names the plan, then select each plan in Results to see whether one group would leave.

  4. 04

    Fix the confusion first

    Rewrite the parts of your pricing that customers find confusing before the announcement, so the change is the only news.

Pricing page surveysEmail surveysProduct questions

More pricing templates and questions

Templates like this one, and single questions from the library to add to it.

Templates

Browse all templates
PricingQuote follow-upLearn how your quote compares with others and what would help the customer decide. Send it three to five days after the quote goes out.
PricingPrice sensitivity meter (Van Westendorp)Find an acceptable price range with the Van Westendorp method: four price questions that show where your product starts to feel too cheap or too expensive. Send it to customers and prospects before you set or change a price.
NPSNet Promoter Score (NPS)Measure how likely customers are to recommend you, and hear the reason behind each score. Send it every quarter by email or in the app to track loyalty over time.
CSATCustomer satisfaction (CSAT)Find out how satisfied customers are with a purchase, a visit or a support conversation. Send it within 24 hours, while the experience is still fresh.

Frequently asked questions

A few weeks before a planned change, with enough time to adjust the plan from the answers. Run it again a few months after the change to see whether fairness held.

Present it as research in the email intro, and keep the increase hypothetical, as the template does. Customers can answer in about a minute.

Paying customers, since they weigh the price against what they get today. Free users and prospects answer a different question, what they would pay, which needs a survey of its own.

Hold the increase or change what comes with it. Read what would make a higher price worth it to those customers, and test the new offer in a second round.

The first question is a 1 to 10 scale, which shows as a button in the email and opens the survey. To let customers answer inside the email, start with a Stars or Multiple choice question instead.

Yes. Every template comes with every plan, the free plan included, and the free plan covers 150 responses a month across your surveys.

Yes. The template becomes your own survey, so reword any question, add or remove questions, and change the options and the logic. The gallery stays as it is.

Yes, from Starter. The template is written in US English. Add languages by hand or with AI translation, and each person sees the survey in their browser's language.

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