TheNextMe by UNIQ Coaching GmbH

Data over gut feeling – validating pricing models with A/B tests

Home » Case Studies » Optimizing pricing strategies with A/B testing

days of testing

A/B tests conducted

additional interactions

About TheNextMe

TheNextMe by UNIQ Coaching GmbH — today known as TheNextWe — is a digital coaching solution designed to help people achieve personal and professional goals in a sustainable way. The focus is on individualized growth processes, ranging from career development and starting a business to strengthening interpersonal relationships.

What makes it special: The platform combines proven coaching methodologies with the latest insights from cognitive and positive psychology. Through the app, users receive access to tailored training content, reflective exercises, and direct exchange with professional coaches — anytime, anywhere.

With this approach, TheNextWe brings coaching into the digital present: personal, efficient, and scientifically grounded. The mission is to support individuals who are ready to actively shape change — both professionally and personally.

Step 1

The Challenge

After launching TheNextMe, UNIQ Coaching GmbH faced a central question: How much are customers actually willing to pay for digital coaching? Pricing was a core success factor for the new business model — but also difficult to estimate. To make informed decisions, all hypotheses needed to be tested using real data.

Unknown price acceptance

As a new type of coaching format, no reliable comparison data existed regarding the target group’s willingness to pay.

Highly dynamic market

The coaching market is growing rapidly — but is also fragmented and difficult to navigate. Pricing and positioning needed to be clear, competitive, and understandable.

Short testing period

With only a three-week testing window, fast, structured data collection and a clean technical setup were essential.

Balancing conversion and trust

A price that is too high increases drop-offs, while a price that is too low weakens the brand’s perceived value.

Step 2

Our Approach

To determine the optimal price strategy based on data, a structured A/B test setup was created — with clean technical architecture, a clear hypothesis, and precise success metrics. Together with TheNextMe, WEVENTURE defined target groups, test variants, and tracking mechanisms to produce reliable results within just three weeks.

A/B test concept

Test architecture: Two page variants with identical content but different pricing.
Cookie-based tracking: First-party cookie storage to ensure consistent user assignment.
Integration via Google Tag Manager: Reading cookie values into a custom dimension for evaluation in Google Analytics.
Campaign management: Parallel traffic distribution via Google Ads and Facebook Ads to ensure equal visitor allocation.

Conversion optimization

Traffic generation: Targeted ads focused on career development, entrepreneurship, and personal growth.
Landing page optimization: Ongoing improvements to page structure and forms based on usage data.
Micro-conversion strategy: Introduction of a free whitepaper as a mid-funnel conversion to pre-qualify leads.
Iterative testing: Continuous adjustments to ads, audiences, and landing page elements throughout the test period.

We Create Digital Leaders

Step 3

WEVENTURE delivers Results

The A/B tests at TheNextMe demonstrated that solid pricing decisions can be made data-driven — even within a short timeframe. Thanks to a clean test setup, targeted traffic management, and agile analysis, valuable insights were gathered on willingness to pay and user behavior.

A/B Tests

Parallel variants provided strong statistical validity and allowed nuanced analysis across target groups.

Days

Within just three weeks, all tests were executed and the first reliable results were generated, supporting clear recommendations.

Additional successes

Learnings

Key Insights

Data beats gut feeling: Price decisions should never rely solely on assumptions — A/B tests provide objective validation.
Small adjustments, big impact: Even minor differences in price or presentation can significantly influence user behavior.
Technical setup determines success: Only clean tracking and clear segmentation make test results truly meaningful.
Content boosts conversion: The complementary whitepaper demonstrated how added value increases trust and engagement.
Testing is not a one-off: The insights gained form the basis for ongoing optimization and new testing hypotheses.