“This is a new product, I have 1/10th of the features they offer, so I need to be cheaper than all of them. And then over time I just experimented — I tried increasing the price slightly. I saw that it didn't really have any impact on the conversion.”

Price deliberately below incumbents at launch, then nudge prices up once traction is real

Pricing started deliberately under every competing form builder because the product had a fraction of their features. Once traction was real, prices were nudged up incrementally and conversion held steady — then more expensive plans were stacked on top.