Know which model pays off. Before systems are in place.
Tiers, building blocks, contract terms or subscription: test which structure customers actually sign up for, before systems and processes are fixed.
Cook fresh, without shopping.
€24.90 / box
Choose boxThe weekly subscription achieves the highest purchase intent.
Customers decide in their familiar online environment
Sign-up intent and business case
Your business case, with measured demand instead of assumptions.
Purchase, rental, subscription or contract term change two things at once: how many customers want to sign up and what each sign-up is worth. Horizon measures sign-up intent per model. That way you choose the model with the greatest revenue potential, not just the one with the highest approval, before systems and processes are fixed.
Offer model
Sign-up intent
Revenue potential per 1,000 visitors
Purchase
€498 one-off
3.9%
€19,422
Rental, 24 months
€24.99 per month, €599.76 total
6.4%
€38,385
Rental, 6 months
€24.99 per month, €149.94 total
8.1%
€12,145
The short contract term has the highest sign-up intent, the long one the greatest revenue potential.
Illustration with sample values. Revenue potential = sign-up intent × revenue over the minimum contract term.
Case · Leading appliance manufacturer
Renting beats buying, clearly.
A manufacturer wanted to know whether customers preferred to buy a water filter or rent it monthly. Two offer pages, same product, different model.
4,264
consumers
7 days
in field
+67%
Purchase intent rental
Purchase intent per offer model
Rental · €24.99 per month
7.2%
Purchase · €498 one-off
4.3%
What decides it after that is the business case: even at a 24 month minimum term, each rental brings around €600 in revenue instead of €498 one-off, with markedly higher purchase intent.
Typical questions
Which model question do you face?
For product and pricing: before systems, contracts and processes are fixed on one model.
01
How many tiers?
Two, three or four plans: what do customers choose?
02
Package or building blocks?
Ready-made package or freely combinable?
03
Which contract term?
Cancel monthly, or with a minimum term?
04
Purchase or subscription?
One-off purchase, subscription or rental?
05
Which anchor?
Which tier pulls customers upward?
06
Which surcharges?
What may the upgrade cost?
Methods compared
Survey, conjoint or behavioural test?
Every method has its strength. Horizon complements surveys where the final decision is at stake.
Survey
Conjoint
Horizon
Basis
Stated preference on request
Choice between profiles
Purchase or sign-up decision in an online environment
Strength
Quick orientation
Many attributes at once
Real behaviour with few models
Best for
Early hypotheses
Attribute weighting
The final structural decision
How a test works
A robust decision in four weeks.
Your effort: a briefing, product images and four short meetings. The Horizon team takes care of the rest.
Week 1
Question and variants
You bring your variants, we sharpen the question and define up to six variants.
Week 2
Ads and offer pages
Horizon builds realistic ads and offer pages, with your brand or a brand developed specifically for the test.
Week 3
7 days in field
Your target group sees the offer in their familiar online environment and decides. You follow everything live.
Week 4
Result and data analysis
Purchase or sign-up intent per variant, statistically robust, as a data analysis for your decision.
Horizon has allowed us to test many behavioural economic theories in an impactful way tailored to our offering.
To take away
What your result looks like.
This is what a Horizon results report looks like: question, variants, purchase or sign-up intent and data analysis on just a few pages.
Offer models cooking box
kochwerk · Example
+78%
B vs. A
+39%
B vs. C
The weekly subscription achieves the highest purchase intent.
Example values
FAQ
Frequently asked questions.
How many models are possible?
Up to six per test. That keeps the difference clearly measurable.
Can contract terms be tested too?
Yes. Contract term, notice period and subscription rhythm are typical variants.
Can the test run without our brand?
Yes. You test with your brand or a brand developed specifically for the test.
How does this fit with conjoint?
As a complement. Conjoint weights many attributes, Horizon tests the models that are actually up for choice at the end.
Let's talk about your next decision.
You bring your plan or model question, we sketch a possible test design. No preparation needed on your side.
You will speak with Daniel Putsche
Founder & CEO, 30 minutes
Read more