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Van Westendorp pricing survey template

Find the price range that feels right, before you set or change a price

Seven questions for customers and prospects: value for money, the four Van Westendorp price points, what they would do after a 20% rise and what is missing from your pricing. Use it as it is or change any question, and Usertick reads every written answer for you.

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What this Van Westendorp pricing survey tells you

A Van Westendorp survey, also called a price sensitivity meter, asks four price questions: when your product feels so expensive people wouldn't buy it, so cheap they would doubt it, expensive but still worth considering, and a bargain. Plotted together, the answers mark a range of prices people accept. This template adds a value-for-money rating first, a question on what people would do after a 20% price rise and an open question about your pricing, in under a minute and a half.

It is written for an email Usertick sends to customers and prospects on a contact list, with the value rating inside the email, or a link you share with a research panel. It also runs as a popup on your pricing page or in your web app, where people answer with your current prices in front of them.

Usertick reads each written answer, files it under a category from your list, such as pricing and value or billing and payments, and marks it as a complaint, an idea or a question. Results shows the median and the middle half for each price question and the share for each reaction to a rise. To draw the four curves, send each response to Google Sheets with a workflow and plot them there.

In an emailAs a linkOn your websiteAs a conversation
Questions
7
Time to answer
About a minute
Written for
An email to customers and prospects 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, with the first question inside the email. A tap on an answer opens the rest of the survey with that answer already kept. Usertick sends 50 emails a month on the free plan, or connect your own sender.

The 7 questions, one by one

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

Question 1 of 7 · Stars

How would you rate our product's value for money?

Why ask it
Value for money first sets the frame: people rate what they get before they name prices, and the rating helps explain their price answers.
What you learn
The average on five stars, a bar per rating and the share who rated 4 or higher. Select the low ratings to see the prices those people named.
Make it yours
Keep it first, since a star question is answered inside the email and a tap opens the rest with the rating kept.
Question 2 of 7 · Number

At what price would you consider our product so expensive that you wouldn't consider buying it?

Why ask it
The price at which people wouldn't consider buying marks the ceiling of your range: above it, they drop out.
What you learn
The median price and the middle half of the answers drawn over the scale, so you see where most people put the ceiling.
Make it yours
Add your currency as a prefix, such as $, and a suffix such as per month, so everyone answers in the same unit.
Question 3 of 7 · Number

At what price would you consider it so cheap that you'd doubt its quality?

Why ask it
Too cheap is the floor: below it, a low price starts to signal low quality and costs you buyers instead of winning them.
What you learn
The median and the middle half. Compare them with question 2 to see how wide the range people accept is.
Make it yours
Use the same prefix and suffix on all four price questions, so the numbers compare.
Question 4 of 7 · Number

At what price would it start to feel expensive, but you'd still consider buying it?

Why ask it
The price that starts to feel expensive is where buyers begin to hesitate but still consider you. It sits between the bargain and the ceiling.
What you learn
The median and the middle half, which together with question 5 brackets the prices people accept without much thought.
Make it yours
Lower the maximum from 10,000 to a sensible top for your market, and set a step that matches your price points.
Question 5 of 7 · Number

At what price would it feel like a bargain, a great buy for the money?

Why ask it
The bargain price is where people feel they get a great deal. Paired with too cheap, it shows how low you can go before the price hurts trust.
What you learn
The median and the middle half. In a sheet, plot it with the other three to see where the curves cross.
Make it yours
Before you plot, check that each person's answers run in order, from too cheap up to too expensive, and set aside the ones that don't.
Question 6 of 7 · Multiple choice

If our price went up by 20%, what would you most likely do?

Why ask it
A concrete price rise turns the range into a decision: who stays, who starts looking around, who moves down a plan and who leaves.
What you learn
A donut with the share and count of each reaction, over time as stacked shares. Select Stop using it to see those customers' value rating and price points.
Make it yours
Change 20% to the rise you are considering, and send prospects a copy without this question, since they have nothing to keep using.
Question 7 of 7 · Text · Optional

Is anything missing from our pricing that would change your answers?

Why ask it
The structure of your pricing matters as much as the number: a missing monthly option, a per-seat charge or no plan for small teams can change every answer above.
What you learn
Usertick reads each answer, files it under a category such as pricing and value, gives it a type and a sentiment, and lists the answers filterable by theme.
Make it yours
Look for repeated requests, such as an annual discount or a smaller plan, before you change the price itself.

What the answers show

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

How would you rate our product's value for money?

The average rating and the share who gave 4 or 5 stars, against the period before.

If our price went up by 20%, 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.

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 sensitivity meter (Van Westendorp) 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 people who know the product

    Send it to customers and to prospects who have seen a demo or a trial, since people who don't know what the product does can't price it.

  2. 02

    Set the unit for every price

    Add the same currency prefix and a per month or per year suffix to all four price questions, so the numbers compare.

  3. 03

    Plot the curves in a sheet

    On every plan, a workflow adds each response to Google Sheets, where you can plot the share of people who call each price too cheap, a bargain, expensive and too expensive. The points where the curves cross mark the acceptable range.

  4. 04

    Keep customers and prospects apart

    Run one survey for customers and a copy for prospects, so their ranges show separately in Results.

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

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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 perceptionSee how fair customers find your price, how they'd react to an increase and what would justify paying more. Send it to paying customers before any price change.
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

No. Results shows the median and the middle half for each price question. To draw the four curves and their crossings, add each response to Google Sheets with a workflow, or read the answers through the API from Pro.

People who know what the product does: current customers, and prospects after a demo or a trial. Ask the two groups in separate copies so their ranges stay apart.

Before you set a launch price or change an existing one, early enough to act on the results. Run it again after a big change to the product, since the range moves with what people get.

The four price questions describe a range; the rise question tests a concrete decision. Select Stop using it to see which customers would leave and what they value.

Yes, as a website popup, for example on exit intent. Visitors who just read your prices will lean on them, so compare their answers with the email group before you decide.

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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