Your B2B pricing page might be lying to you about Nigerian demand
Something worth flagging for anyone selling B2B subscriptions internationally: if you have Nigerian customers (or prospects) on a card first checkout, your churn/conversion numbers there might not reflect actual demand.
Here's why starting in 2023, major Nigerian banks (GTBank, Access, Zenith, UBA, Ecobank) restricted international card transactions due to dollar shortages. That same year, bank transfer overtook cards as the country's dominant online payment method. So a B2B buyer who genuinely wants your product can hit a wall at checkout that has nothing to do with budget or interest and most won't email support about it, they'll just quietly not convert.
Even large platforms aren't exempt Spotify has open, unresolved threads on its own support forum from Nigerian users whose renewals keep failing.
If your B2B funnel shows weak conversion in that market, it might be worth checking whether it's a demand problem or a payment-rail problem before writing off the region.
Curious if anyone here has run into this with their own B2B customers, or has a way of telling the two apart. Happy to dig into it together if it's relevant to what you're working on.
The renewal example caught my attention: someone trying to pay again is a different situation from a visitor leaving the pricing page. Keeping those failed renewals separate from voluntary cancellations seems useful before deciding that customers in a market don't want the product.
that distinction is the whole crux of it A failed renewal means someone already committed and tried to keep paying a pricing page bounce means they never committed at all Treating both as the customer wasn't interested erases a completely different, much more fixable problem Curious if you've seen this tracked separately anywhere or if it's usually lumped together by default.
I was drawing a distinction in your example, rather than describing a dashboard I've used. The attempted renewal was what stood out to me. Thanks for expanding on it.
Pricing signals are everything. We anchored at €150 for our Chrome extension — same conversion as €29, but 5x revenue per user. Most founders underprice out of fear, not data.
that tracks with how underpriced most bootstrapped products are. Slightly different angle on my end though: even at the 'right' price if the payment rail itself fails (like with Nigerian bank restrictions), you never even get to test whether someone would pay €150 or €29 the transaction just dies at checkout. Curious if you've seen that show up in your own funnel for any regions.