A UK professional membership organization used PriceBeam’s Comparative Willingness-to-Pay study to optimize pricing across different membership tiers. The study revealed that a new pricing model was preferred by 78% of members, though a slight price increase was only viable for higher-income members, with a 141% higher willingness to pay. Psychological price points were found at every £5, with a significant price cliff at £40. A £20 per month price was identified as optimal for maximizing membership volume. Additionally, 75% of respondents favored annual fees with a discount.

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