Strategic Price Increase and Change in Sales Process

A significant strategy discussed involves a gutsy price increase and a shift in the sales process aimed at reducing churn and targeting more qualified customers. Instead of relying on a high volume of free trials, which previously led to unsustainable churn rates, a decision was made to limit access to trials while also raising prices. This price adjustment was grounded in a desire to align pricing with the value provided, as the software had drastically improved since its inception. The approach focused on attracting fewer but better-qualified merchants, significantly improving customer retention and overall business health.