Funnel is a marketing intelligence platform that helps professionals collect and analyze data. The SaaS offers a unique pricing model based on paying for what you use.

Funnel has built its pricing model on flexpoints. That’s a proprietary term that should capture the company’s approach to pricing.

However, the pricing page fails to explain what flexpoints are and how they work.

We first see this term in the hero section, as part of the pricing plans. These plans specify how much a flexpoint costs depending on the option you choose. For example, the Starter plan offers one flexpoint for €1.08 and includes 400 flexpoints for free.

The pricing plans don’t offer an immediate explanation of this term. Maybe the team is assuming people have prior knowledge of what flexpoints are. Although, the homepage and other main landing pages don’t explain flexpoints either.

In any case, immediately after the pricing plans, we see a section called ‘What are flexpoints?’ You’d expect it to provide a detailed explanation of this proprietary term.

However, that’s not the case.

The section includes a short text and a video.

The descriptive text is vague. Here’s why:

• If you look carefully, the text doesn’t provide a clear definition of flexpoints.
• The text mentions that flexpoints measure usage. But it doesn’t provide clear examples of how many flexpoints are needed for specific actions.

The same happens with the video. If you listen to the voiceover, you’ll discover the following:

• The script mentions that you can use flexpoints for “connections to platforms” and “sharing to destinations.” But it doesn’t say how many flexpoints you need for each action. Is it one flexpoint per action? Or more? That’s not clear.
• There are no real-life examples to contextualize and ground the information.
• The voiceover says “you won’t be hit with unexpected charges.” But, it doesn’t really explain much about it. This creates a vague reassurance.

Moreover, the video doesn’t mention flexpoints until the 27-second mark. Consider the section headline: ‘What are flexpoints?’

I would expect to get this answer in the first few seconds of the video. And I think busy website visitors would have the same expectations. Not even the FAQ section provides an explanation of what flexpoints are and how they work.

The only way to understand what flexpoints are is to read the knowledge base entry on this topic. Unfortunately, this doc can only be found if you search for it on Google or knowledge base. There’s no link to it on the pricing page. But if you read the entry, you’ll see that the flexpoints are much more complex than you’d expect.

To summarize, Funnel fails to explain a proprietary term crucial to understanding the pricing model. This may result in multiple consequences.

• Increase leads’ confusion and frustration as they try to understand the term.
• Make people skeptical about the viability and cost-effectiveness of the pricing model.
• Prevent people from seeing the benefits of a pricing plan based on usage.
• Get people to lose trust in the brand’s reliability because of unclear communication.
• Increase the number of inquiries, as people may seek clarification.
• Lower conversion rates, with leads leaving the pricing page without taking action.

If I were part of Funnel’s team, I would:

• Re-write the explanation to flexpoints under the ‘What are flexpoints’ section.
• Explicitly say, via text, what a flexpoint is.
• Include how many flexpoints each action consumes. E.g., users spend 50 flexpoints for connectors and 5 flexpoints for data sources. Create a micro-table describing how many flexpoints are spent on different actions.
• Redo the video script and re-write the voiceover to add more clarity.
• Re-create the entire video based on a specific example. Use a fictitious character, let’s say marketer Alex. Then show explicitly how they can use and purchase (new) flexpoints in a real-life example. This will make the abstract concept of flexpoints more relatable and digestible.
• Link the ‘flexpoint’ word appearing in the pricing plans in the hero section. This link would take people to the ‘What are flexpoints?’ section.
• Add flexpoint-related questions in the FAQ section. For example, I would include questions such as “How do I know how many flexpoints I’ll need?” Or, “What happens if I run out of flexpoints?”

My actions would focus on providing as much clarity on flexpoints as possible.

Most people are used to specific pricing variables, such as the number of users, projects, features, and so on. But they’re not familiar with flexpoints.

The goal is to make sure that everyone finds it easy to understand what a flexpoint is and how it works. Otherwise, it will be impossible to see the benefits of Funnel’s unique pricing model.