Revamping Via's Pricing Model: Three Key Areas for Improvement Based on Customer Feedback

Via, a mobile commerce platform, has been instrumental for eCommerce brands looking to enhance personalized interactions with customers through SMS, Email, and Push Notifications. Despite its success and high ratings, there is always room for improvement, especially when it comes to pricing. Based on customer reviews from 2023, here are the three biggest areas where Via could improve its pricing model to better serve its clients.

1. Addressing Perceived Expensiveness

Customers have expressed concerns about Via's pricing, with some finding it to be on the higher side. For instance, a user from the health, wellness, and fitness industry mentioned, While the features are robust, the cost can be prohibitive for smaller businesses just starting to explore SMS marketing. To address this, Via could consider introducing a tiered pricing model that caters to businesses of different sizes and budgets. This would not only make the platform more accessible to startups and small businesses but also ensure that larger companies can scale their usage without facing a steep price increase.

2. Simplifying Onboarding Costs

A positive aspect noted by a customer, Jada C., a Creative Director from a small business, was the absence of expensive and cumbersome onboarding. This is a strong selling point that Via should capitalize on. However, to further improve, Via could offer transparent breakdowns of what the onboarding process entails and any associated costs. This transparency would help potential customers understand the value they're getting and could alleviate any concerns about hidden fees. As Jada C. puts it, For the price, it cannot be beat, suggesting that clear communication about pricing can enhance customer satisfaction.

3. Enhancing Cost-Effectiveness of Automations

Via's automations are a highlight for many users, with one customer stating, We have been able to see amazing conversions/sales through the automated texts (abandoned cart) as well as campaigns we've run. However, to ensure that all users can maximize their return on investment, Via should consider offering more customizable automation options that can be adjusted to fit different budget constraints. This could involve more granular control over the frequency and type of automated messages sent, allowing businesses to optimize their spending while still reaping the benefits of automation.

In conclusion, by addressing the concerns of expensiveness, simplifying onboarding costs, and enhancing the cost-effectiveness of automations, Via can refine its pricing model to better meet the needs of its diverse customer base. Implementing these changes could lead to increased customer satisfaction and loyalty, ultimately contributing to Via's continued success in the competitive mobile commerce market.

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