While pricing and packages might not seem the most crucial in overall listing quality, they should rank highest on your list. How you structure your packages can highly affect the conversion from just a lead looking at your profile to the actual customer. 

Here are a few ways that help you boost that conversion rate: 

1) Define your target audience

The first step to creating optimal pricing is defining your target audience. You can start by thinking about your past customers and the customers you want. 

Here are a few things to think through before creating your packages:

• How much are they willing to spend?
• What are the prices of your competitors in your area?
• Do you want to focus on offering lower prices and getting higher volumes of inquiries, or do you see yourself as a more high-end provider?

2) Create a base price offer to get customers through the door

The fundamental rule here is to offer more than one package. Most of your clients are planning their events for the first time. They don't know what they're looking for and usually start their search by filtering out service providers that fit their budget. To get into their eyesight, you should offer an affordable package that includes your essential services. 

A base offering allows you to get them through the door, understand their requirements, and adjust your final quote accordingly.

3) Create at least 3 service packages 

After you have your base package, you can move on to creating other packages. In this stage, it is vital to get back to the initial step where you have defined your target customer and ask yourself, what target groups you have, and what services they usually need. 

While some of your clients will be primarily looking at the base package, you need to also have offerings for more upscale clients. Divide your services into at least three service packages, adding additional services and extending the service scope.

4) Showcase the value of the package by highlighting the cost of individual services

Breezit has a convenient way to upsell your clients - additional services. 

The screenshot below shows that the base package ("Short and Sweet" - 3 hours of photography and 200-300 photos) costs $900 but does not include a Photo Book. Nevertheless, the customer can add the Photo Book additionally. The overall price of the basket sums up to $1300. 

However, the second package ("I Do") consists of 5 hours of photography, 300-500 photos, and a Photo Book included. 

This raises a question in your client's head - should I just take the "I Do" package and pay an extra $200, but get the photographer for more hours, get more photos, and a Photo Book for free? 

Most of the time, they will go for the "I Do" Package, which brings them more value for a similar amount of dollars. 

This way, even if your client buys the base package and the additional service, you'll earn a bit more. 

5) Explain what service package they need

Your clients are not experts, and it is hard for them to understand whether they would be OK with the essential package or need a more extensive service scope. Your role here is to educate and inform your clients on making the best choice. 

The easiest way to do this is by adding a short sentence to each service package. You can add that "this package is suitable for weddings under 30 people" or "if your event takes place in a few different locations, this is the package for you." 

6) Be transparent with your service scope and pricing 

To win over a client, be as fine as possible. Although some services might have a scope or pricing that is altered to each customer, provide them with at least an approximate price for your packages. 

Having transparent packages will keep your client informed, they will feel confident that they can afford your services, and you will get much fewer unqualified inquiries. 

7) Test, test, and test

There is no way to understand what works better if you don't test your pricing. Breezit offers a few tools to work on your pricing optimization and testing out different strategies. 

Firstly, you can set up different pricing for your (off)season or weekdays and see if this would help you bring in more bookings. You can do this by clicking on Services, clicking Edit, and selecting Pricing changes. 

This strategy works best if you are not fully booked and would like to bring in more bookings. On the other hand, if you are nearly booked, you can raise the prices accordingly and earn more from your limited availability.

8) Adapt to your service demand

Secondly, an excellent tool in your calendar allows you to increase or decrease your prices for an exact date or date range. Go to Calendar, click on the orange plus and choose Change pricing. You will be able to do last-minute discounts here or raise the price for that one weekend you have available in the next few months. You can also assess your historic service demand changes and immediately apply discounts or increase prices for specific periods. 

All the changes you do there will be instantly visible on your calendar on your listing and inquiry link.

To summarize, you need to keep testing the pricing to see what works for you and book your calendar to the fullest (or get more for your limited availability).