🔍⚡ I found this company's biggest revenue leak

HoneyBook have one glaring problem with their pricing page. 

Before showing you…

Q: Name the #1 problem with their pricing page? 

Take a minute to think. Got it? Scroll down….

There’s a few problems. 

But the main one is the price of each tier. 

They’re not incentivising users to upgrade to the next tier, and are leaving serious money on the table. 

The cost to deliver software (for the most part, excluding AI) is unbelievably cheap. 

So it actually makes a lot of sense to provide far more usage, and more powerful features, for just slightly more money. 

It makes users who, for the most part, default to the cheapest option, think about upgrading — benefitting your LTVs. 

Q: So, how could HoneyBook increase the average price customers pay?

Try to imagine a better solution. The new approach is below…

They’re missing a ‘decoy plan’. 

You can make the cheapest plan seem like worse value by (a) increasing the price, or (b) reducing the features/usage limits included in that tier. 

And then bring the price of the middle tier down. 

This technically reduces the amount generated by the ‘Essentials’ tier but the average customer ends up paying more because far more people choose the middle tier. 

What could this look like?

There are 2 quick, but key changes:

1. 💰 Narrowed Price Gap: Slightly raised the Starter plan and lowered Essentials’ fee so you get substantially more value, for just $5 extra per month.

2. 🔒 Tiered Usage Limits: Starter now caps Projects & Clients (like Figma/Miro), ensuring smaller firms still benefit from the low tier while higher-earning accountants upgrade.