I decided to make a website for myself
(I won't say what about yet, but you can guess)

First thing I did was go to the Tilda constructor. Then - the pricing plans section..

And got sad did a small audit!

Goal - to understand if there are growth points for profit in a top platform in its segment with already established sales processes and a large audience

What we have at the start:
— 3 plans (including 1 free)
— discount when paying annually
— plus you can disable "Made on Tilda" in settings

that's basically it


Simple. Clear. But how optimal in terms of monetization?

Let's look at metrics
— Revenue in 2024 - 2.4 billion rubles
— Users ~ 621 thousand
— ARPA = 2.4 / 621 = 3,900 rubles/year

or 325 rubles/month per account


Revenue is growing year over year.
Seems fine.
But still unclear if it can be improved?

Let's score competitors globally
— Wix - 8 plans, a bunch of separate paid modules;
— Webflow - 7 plans, 3 lines of paid add-ons;
— Squarespace - 5 plans;


Why so many plans?
Must be inconvenient for users!

Let's check the money situation for Wix
— Revenue in 2024 - $1.76 billion
— Users ~ 6.2 million
— ARPA = 1.76 / 6.2 = $284/year

or $24/month per account
(1,830 rubles at current exchange rate)


5.6 times higher average check than Tilda!

Even if I made a big mistake in my rough calculations, and Tilda's metrics are 2 times better - it's still 3 times lower than Wix

OK. Let's blame another x2 on "market specifics, exchange rate differences, target audience solvency" etc.

Still +50% in favor of Wix

The question arises: what's wrong with Tilda's plans?

In short (in my opinion) - Tilda is too lenient in terms of sales. And the current functional slicing of its pricing plans misses a lot of money

— 3 plans instead of 5-7
— no separate paid modules
— no team plans for B2B segment
— free freemium instead of 14-day trial

Result: their Free (free) + Personal (500-750 per month) plans cover 95% of tasks and weakly motivate upsell


Therefore..

(if I were responsible for monetization at Tilda)

I would look towards increasing the number of plans for more granular consideration of customer segment needs.

Plus, I would start working more actively with triggers and recommendations inside the platform (like pop-ups) that motivate at the right moment to buy an additional module or upgrade the plan.

What if complexity scares users away?

Some will definitely drop off. However, competitors (Wix, Squarespace, Webflow), having a significantly more complex pricing structure, continue to grow.

The main thing is good communication with customers at all stages of implementing changes.

Well, OK, what will this give in the end?

Current research says that a 1% increase in average check with unchanged sales volume gives +11% to profit in the SaaS industry.

Tilda's profit in 2024 was 1.9 billion rubles

11% = plus 200 million rubles per year


Without raising prices
Just by configuring plans

What do you think?

#packages_bundling