Pricing Strategy vs Customer Journey Map

Pricing Strategy

By Corey Haines (Marketing)

Design pricing tiers and packaging that capture value and drive SaaS growth.

Customer Journey Map

By Product Management Skills by Pawel Huryn

Visualize your customers' entire experience from first touch to becoming an advocate.

Pricing Strategy

• Guides you through pricing research methods like Van Westendorp to find what customers will pay
• Helps choose the right value metric (per user, per usage, flat fee) that scales with customer value
• Designs Good-Better-Best tier structures with clear feature differentiation and price points
• Advises on when and how to raise prices based on market signals and business performance
• Provides pricing page best practices and conversion psychology tactics

Customer Journey Map

• Maps the complete customer journey across 7 stages: awareness, consideration, acquisition, onboarding, engagement, retention, and advocacy
• Documents touchpoints, user actions, emotions, and pain points at each stage of the experience
• Identifies critical moments like the 'aha moment' when users first see value and churn triggers where they drop off
• Provides prioritized recommendations for quick wins and high-impact improvements
• Outputs a structured markdown table you can use directly or adapt into visual tools like Miro or FigJam

Reach for Pricing Strategy when…

• You're launching a new SaaS product and need to set initial pricing
• Your conversion rate or ARPU suggests your pricing might be wrong
• You're considering a price increase but unsure how to execute it
• You need to restructure your pricing tiers or change your packaging

Reach for Customer Journey Map when…

• You're trying to understand why users drop off during onboarding or sign-up
• You need to identify friction points that are hurting conversion or retention
• You're planning product improvements and want to prioritize based on customer impact
• You want to visualize the entire customer experience to align your team around user needs