What do you do when your users complain that the price is too expensive?

First, you have to understand your competitive landscape and do a simple SWOT analysis.

Second, you'll want to ensure your surveying your customers, and better yet getting on the phone with them to find out exactly what they love, hate about your software.

Third, you'll have to understand that PRICE is all about "PERCEIVED VALUE".

Meaning, you need to get crystal clear in defining your ideal customer, speak to them in their language and create a no-brainer offer that offers them the promise of transformation in their life (Saving time/Making things easier).

There's also something called value-stacking, it's all about how you position the value of your product. People care less about 'features' and more about how those features are going to (save them time, make their life easier). So always anchor to that.

It may sound hard but with a bit of elbow grease and some guidance, it's VERY possible to do.

At which point do they feel it's too expensive, before they purchase, or after purchase?
They think it's too expensive relative to what?
What is the transformation your product is helping them achieve?
How are you framing it?
What's your product?
How does your landing page look?
What does your onboarding process look like?

First I would make sure that most of the people actually think the price is too steep. From my experience some people always complain about price and you can never eliminate that. It all comes down how common the opinion is.

Also, people who are okay with the price often don't say anything and that's why you only hear the complaining ones.

Listen but let the facts inform your decisions. Experiment with a lower price and see if your conversions go up to make such a change worth it. In my experience users will often complain that the price is too high but the data might tell a different story.

I consider my prices low, so first thing I do is laugh.

As others have said, make sure there is enough market that is willing to pay your prices. There is a demand curve and for most it slopes downward. Higher prices means fewer customers in most cases, but could mean higher profits and/or less hassle. Cheapskate clients are seldom worth the hassle if there are clients to be had.

Unless you're trying to establish yourself as the defacto solution by getting every customer in the industry, I'd focus on choosing the customers you want and not worrying about the others.

Have you ever looked at the Van Westerndorp Pricing sensitivity meter? It helps you work out how much you can charge for something. It might align your expectations with value a little more.

https://www.startupdaily.net/2018/07/how-to-price-your-product/

Depends.

When people from India complained that my app’s cost of Pro was half the cost of an entry-level smartphone, I did a bit of research and then reduced local pricing for India in half.

When people from Russia complained (in a characteristically rude manner), I simply disregarded them. Because it’s not that they genuinely cannot afford that (because they can — they easily buy iPhone X’s and Galaxy S10’s), but because it’s a cultural thing for them to not pay for software.

Depends on what type of service/product you are offering. Can you describe what you are selling?

If possible, you could test offering a low-price plan with less features...like Carrd does with their plans ( @ajlkn )

First off, this is a really good article I just read on pricing that I am going to reference a segment of: https://justinjackson.ca/charge-more

The url is misleading as it questions whether or not to charge more. The important part is Justin (the author) looks into two metrics I really like:

1. The value I get
2. The price I pay

Ideally you want a majority of your customers to get more value out of the product than they pay.

I say most because some customers will not be your target market and therefor will not receive all the benefits of your product. These people shouldn't drive your decisions.

You will also have customers who receive the value, but discount it for whatever reason. Likewise, you shouldn't let them drive your decisions as well.

Your rationale target market customers should drive a lot of decisions in your company. And ideally they make up a large majority of your customer base.

Make sure you aren't making changes based solely on one persons feedback, but stuff you hear multiple times from your many conversations with customers. This works best when you set up a good structure for customer feedback.

This doesn't mean you shouldn't test though as others have said. Testing is always a good thing. And if you drop your price that may actually lead to longer LTV of customers and more referrals from happy customers as the article above states.

Good luck!