In today’s hyper-competitive market, Competitor pricing research is no longer a luxury—it’s a necessity. For SaaS companies, where pricing can make or break customer acquisition and retention strategies, understanding how competitors price their offerings is key to winning market share.
In this case study, we explore how a fast-growing SaaS firm leveraged competitor pricing research conducted by Aqute Intelligence to reposition their product, increase conversion rates, and drive revenue growth.
Understanding the Challenge
The client, a mid-sized SaaS firm offering project management tools, had been facing stagnant sales growth. Despite a strong product offering and solid customer reviews, the conversion rate from free trials to paid subscriptions was below industry average.
Upon deeper analysis, the leadership team suspected they were either pricing too high or not aligning well with customer expectations. They turned to Aqute Intelligence for a detailed competitor pricing research project.
Setting the Objectives
The main goal was to understand how direct and indirect competitors priced their SaaS products. The key objectives of the competitor pricing research were:
- Map out competitor pricing models (subscription, freemium, tiered, etc.)
- Compare features offered at each pricing level
- Analyze promotional strategies and discounts
- Understand psychological pricing tactics (e.g., $9.99 vs $10)
- Determine pricing triggers for upsells or feature gating
Research Methodology
At Aqute Intelligence, our approach to competitor pricing research combines automated scraping tools, manual verification, and market interviews. For this project, we:
- Identified 15 key competitors across three geographic markets.
- Collected public pricing data from websites, marketing materials, and terms & conditions.
- Signed up for trials where needed to access hidden pricing or upgrade flows.
- Analyzed customer reviews and forums to detect complaints about pricing.
- Interviewed sales reps anonymously to understand enterprise-level discounts and negotiation leeway.
The insights uncovered during the competitor pricing research were eye-opening for the client.
Key Findings from the Competitor Pricing Research
Our competitor pricing research revealed five major insights:
1. Price Positioning Was Off
The client was charging nearly 20% more than the industry average for similar feature sets. Competitors offered more attractive entry-level pricing to reduce friction at the trial stage.
2. Hidden Charges in Competitor Models
Several competitors used hidden charges (e.g., storage or API usage fees), which made their base price look lower. However, customers often ended up paying more over time. This gave the client an opportunity to use “transparent pricing” as a value proposition.
3. Overlooked Tier Differentiation
Through our competitor pricing research, we discovered that most SaaS providers offered more granular pricing tiers with clear upgrade paths. The client had only two tiers, which limited flexibility for different user personas.
4. Discounting Practices
Our analysis revealed that many competitors applied aggressive time-limited promotions or bundle offers. The client was not using discounts at all, which reduced their competitiveness in high-churn segments.
5. Freemium vs. Free Trial Models
While the client used a 14-day free trial, competitors offering freemium models had better onboarding and upsell success. This insight directly influenced a later pivot in the client’s go-to-market strategy.
The Strategic Changes Made
Based on our competitor pricing research, the client implemented the following changes:
- Repositioned pricing tiers to match industry norms and introduced a third “Professional” tier.
- Adopted value-based pricing by tying prices to features that mattered most to users, rather than arbitrary limits.
- Launched transparent pricing campaigns, highlighting the absence of hidden charges.
- Introduced seasonal discounts and bundled features to match competitor offers.
- Switched from a 14-day free trial to a freemium model, reducing signup friction and increasing conversion touchpoints.
The Results: A 30% Revenue Boost
Within six months of implementing the new strategy, the SaaS firm reported:
- A 40% increase in trial-to-paid conversions.
- A 25% uplift in customer retention for the new Professional tier.
- A 30% increase in monthly recurring revenue (MRR).
- Reduced churn due to better pricing alignment and perceived fairness.
Most importantly, the leadership team credited the competitor pricing research as a “foundational turning point” in their pricing evolution.
Why Competitor Pricing Research Matters
This case proves that competitor pricing research is not just about undercutting prices—it’s about strategic positioning. Whether you are a new market entrant or a mature SaaS business, understanding your pricing environment can be the key to unlocking new growth.
At Aqute Intelligence, we specialize in detailed competitor pricing research that not only benchmarks your competitors but also uncovers opportunities they’ve missed.
Conclusion: Pricing Strategy is a Competitive Advantage
When done right, competitor pricing research empowers companies to craft smart, competitive, and scalable pricing strategies. For SaaS firms, this can mean the difference between mediocre growth and category leadership.
If your company is facing pricing uncertainty, or you simply want to ensure you’re not leaving money on the table, it’s time to consider a data-driven competitor pricing research engagement.
Contact Aqute Intelligence today to find out how our research services can help you price smarter—and win bigger.
