Evernote appears to be optimizing for the wrong crowd, and there is room to move while maintaining simple, up-front, pricing. $100 is a solid price point for an annual plan. When comparing monthly to annual, there is something important to keep in mind: Evernote's pricing comes in below that of power users. For Anal-Retentive customers, the median willingness to pay is $12.87, a difference of almost $5.00. The problem is exacerbated with the most organized cohort. That's almost $3.00/month/customer lost by Evernote. The premium plan is $7.99/month, but the median willingness to pay (for customers who aren't even in the highest category of organizational acumen) is $10.72. But then Evernote is setting their pricing way below what the market could bear. As part of a freemium-for-acquisition model, Evernote might be willing to forgo revenue from these users with the idea of hooking them, turning them into “Well-Organized” and “Anal-Retentive” note-takers, and getting them to upgrade to premium. Segmenting by organization level, we can see that even at the lower end, there are people who are willing to pay for Evernote. When we surveyed 9,233 current, former or prospective Evernote customers, we found that these tiers are way off: The Business plan gives even more storage along with business support and the ability to digitize business cards. All the same features as Basic, but you can also search in PDFs and other docs, not just text, and there's access offline. Unlimited syncing and 10GB uploads per month (about 60 Pricing Page Teardown videos). The Premium plan is $7.99/month ($5.83/month if you pay annually). It is for the casual user but still lets you use Evernote on two devices (as well as the web), has a 60MB upload limit per month (you could upload ten of our Freemium Manifestos in that limit), as well as clipping, searching, sharing, and the passcode lock for mobile devices.

But these users are still getting a bargain:Įvernote's pricing has three tiers. Many complained in 2016 when Evernote restricted devices and storage on the Basic plan.

In this episode of Pricing Page Teardown, Peter and I look at where Evernote is on the path to pricing success and the changes the company could make to start truly using freemium as an acquisition channel and monetizing their core users.

Evernote app cost