Feature‑Naming

The practice of labeling pricing tiers or product versions according to the features they contain rather than the identity of the user who chooses them. A “10GB Plan” or a “Plus” tier are examples of feature‑names. While functionally clear, such labels fail to activate aspirational identity and leave the purchasing decision as a purely utilitarian calculation. Research aggregated by ProfitWell and demonstrated in the ActiveCampaign case shows that feature‑named tiers consistently underperform identity‑named tiers in conversion, particularly among small business owners and independent professionals. The weakness of feature‑naming is that it anchors the evaluation on what the customer gets rather than on who the customer becomes, and the former is easier to price‑shop than the latter.

Example: A cloud storage plan named “100GB” answers the question of capacity but gives the customer no identity reason to choose it over a competitor’s “100GB” plan.