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micropayments with upsells to reduced-price memberships - it's been discussed and discounted here recently. But it does work.
Another example is get them in on a trial, then track them - if they watch >3 movies, auto-email them with a "one-time" offer, valid for 1 hr only - auto convert to full membership now for $X/mo, where X$ is 50% of the regular price (or 25% or anything).
The perceived "bargain" is a better retainer if your main site continues to advertise $20/mo and they are on say a $10 recurring...
It's all about marketing.
Setting single price points then forgetting all about it is bullshit. Track your members and find out how they interact on your site and market accordingly, one on one if needs be.
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