I always use annual subscription if I plan to use the service long term. Less clutter in my accounts, less things to think about. And if I get 15% off it's even

I always use annual subscription if I plan to use the service long term. Less clutter in my accounts, less things to think about. And if I get 15% off it's even better. In fact, if I plan to subscribe I always calculate the annual price anyway - if it looks too high, then the monthly is too high too. It's the "dollar a day" trick - once you realize what is being sold to you is $360+/year or so - you may look at it differently. I don't know the nature of your service but if it's such that people are likely to use it for more than a year, I don't see what's strange in them preferring a better deal. Think before you raise your prices though. Price, once paid, becomes an anchor. People would ask - he's asking for more, what extra services we're getting? If the answer is "nothing, I just feel I underpriced it and now I want more money", people would feel you're being unfair and bail, even if the original price was completely arbitrary. Once they paid it, it's now the fair price for them, and changing it requires "fair" explanation - even if the new price is as arbitrary as the old one.