Give your customers the freedom to decide what they pay for your product! With the "pay what you want" feature, you give your customers several options to contribute to your product or service.
This feature is part of Plug&Pay Premium & Ultimate.
Are you using Plug&Pay Lite? Upgrade to Premium or Ultimate to use this feature.
Why use this?
Even when customers are completely free to choose an amount, most people don't pay zero, but an amount they perceive as fair. Several psychological principles play a role here:
Reciprocity
When you receive value, there's a tendency to give something back.
Fairness
People want a fair balance between what they receive and what they give. If you receive value but pay nothing, it doesn't feel entirely fair.
Autonomy
When you choose your own price, it feels less like an obligation and more like a personal decision.
The profit often lies not in the price but in the lower purchase barrier. Because the customer can set the price themselves, the conversion rate can be higher.
When should you use this?
In practice, this works best for relatively low amounts. Think for example of products between £5 - £50, and sometimes up to around £100. For higher amounts, customers usually expect a clear, fixed price.
This model therefore works particularly well for:
Challenges and webinars
Mini-courses
Coaching calls
E-books
Community access
Introductory products
In short: products where a low entry barrier is important, or where people already trust or have goodwill towards you.
It works less well...
❌ If the product price is too high
❌ If there is no relationship with you as the seller
❌ If the value of your offer is unclear
Setting up "pay what you want"
Go to the checkout where you want to use this feature and click on the Pricing tab. Enable "pay what you want" with the toggle.
ℹ️ This feature is only available for one-off payments.
Subscriptions and instalments do not support this feature.
At the top, you'll see a preview of the feature. Your customers can choose an amount using suggested pricing options and a slider.
If necessary, change the title and description and choose which options you want to use.
Next, determine the price range your customers can choose from. In the steps below, you can create suggested price options with text that will be displayed when this amount is selected.
Click save to apply your changes.
💡Tip: display 3 steps and set the middle one as featured.
Choice research shows that people choose the middle option when given multiple choices.
💡 More tips
"Pay what you want" often only works if the value is already tangible. For example: with well-known experts, a strong community, valuable content, or established goodwill. It often works less well with unknown providers.
Always set a minimum price. If £0 is an option, some people will simply choose that. A minimum of £1, £5, or £7 usually works better.
Don't overuse this. If you regularly confront returning customers with this option, you run the risk of creating some choice fatigue and a decrease in willingness to spend. So use this weapon carefully.
Combine "pay what you want" with an upsell. This way, you can still achieve more revenue and more customers in your funnel with a lower price.
"Pay what you want" can also be a powerful alternative to your free lead magnet. When someone pays even a small amount, the perceived value increases. That's why an entry price of £1, £5, or £9 sometimes works better than free.