How to Charge More Without Losing Customers

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I used to struggle with setting the right price—one that felt fair while still providing immense value. But after talking to other founders, I realized something important: pricing isn’t just about fairness, it’s about perception.

Take Superhuman, for example. It’s an email client—just like Outlook—but it charges $25/month and justifies it through smart positioning and presentation. Despite the high price, it has over 450,000+ users and is valued at $825 million. Why? Because it feels premium.

We often assume that a lower price leads to more conversions, but that’s not always true. Research from Monroe’s Pricing Theory shows that consumers often associate higher prices with better quality. In fact, a study by Vanderbilt University found that increasing a product’s price can sometimes boost sales because it enhances perceived value.

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How to Charge More (and Make It Work)

If you want to charge a higher price, you need to get two things right:

✅ Web Design: Your website should feel premium—like an exclusive club customers want to be part of. Brands like Apple and Tesla don’t just sell products; they sell an experience.

✅ Features: The product itself has to stand out. It should either be significantly better than competitors or offer features they don’t. Superhuman, for instance, helps users process emails twice as fast and claims to save them 4+ hours per week.

TL;DR

Pricing isn’t just about cost—it’s about perception. A high price can actually boost credibility if your product looks and feels premium. Get your design and features right, and you can charge more confidently.