Here are some unwise business practices by DNA companies. This is far from a complete list. It is a fair start.
- Assuming potential customers know about regular sales
- Not offering good update pricing, or worse, not offering update pricing at all
Starting with #1, DNA companies should not assume potential customers are aware of any regular sales offered. If anything, put regular sales information on each page you have for ordering. You don’t have to include sale prices, but put general date ranges.
Next, LivingDNA does not offer update pricing. I e-mailed them last month and was if I wanted to upgrade, I had to pay for a new kit. If I knew that going in, I would not have ordered a test from them.
Along with this issue is overcharging for an upgrade. I tested with 23andMe on the v3 chip back when they offered health reports in addition to matching for one price. Now, you can choose Ethnicity $99 or Ethnicity + Health $199. They are on the v5 chip. An upgrade would cost me $125 to get the new health reports. Yet, they offer the $199 test on sale for $99 several times a year. Why should I pay $125 when I can get it for $99 during a sale. Plus, they don’t have to normally send a new test for a same chip upgrade. When I upgrade to the v5 chip, I will wait for a $99 sale on the Ethnicity + Health test. That cuts into their profit margin more, plus it’s also cheaper for me.