The Pricing Thermometer

When you are optimizing pricing, that gives you your biggest bang for your buck in terms of impact on your business. Retention is about keeping customers and mononization is about getting more money per customer. If you increase just your efforts or resources by one %, your work on acquisition usually get a return of about three point three. In retention, it's about six point seven. And i think its the one that everyone is so afraid to touch because they're so scared that if they get the pricing wrong, that they will lose all their customers.